Using scent to boost sales in bookshops

13 June, 2014

Using scent to boost sales in bookshops

While casually browsing through a book store, contemplating your next great read, the subtle yet unmistakable scent of chocolate oozes past capturing your attention. The mouth-watering scent certainly makes an impact but can it affect your purchasing behaviour? A study conducted by Belgian psychologists suggests it can.

Over the course of a 10-day study, researches found that with the chocolate scent present, customer behaviour changed with customers generally lingering longer and a significant increase in sales of books within the food and romance genres was seen compared to other categories.

A boom in online competition has, unfortunately, forced many bookshops to shut their doors with the inability to compete, driving the need to create a point of difference for remaining retailers. The use of sensory branding creates an impact that online advertising simply can’t recreate. Being able to feel and interact with a book prior to purchase creates an emotional connection and there is just something so comforting about the smell of a book.

Boffins Bookshop in the heart of Perth has recently turned to scent marketing to complement a brand new interior aimed to engage and inspire its customers. Boasting a huge range of titles across a diverse range of categories, Boffins has won the Australian Book Industry Association's award for Best Specialist Bookseller an impressive six times running.

After moving to a larger, more modern space, Boffins sought the assistance of Air Aroma to introduce a scent to the new premises and welcome their diverse customer base. After several considerations, a zesty blend of Lemon, Tangerine and Ginger, complemented by a woody and exotic base of Bamboo and Cedar wood was selected to invigorate the senses.

The results speak for themselves. Contact Air Aroma today to create experiences with scent