Retailers can start factoring in shoppers' senses when figuring out how to increase dwell time. A new study by Washington State University researchers has found that combining tunes with simple, store-appropriate smells could help retailers.

Looking over related scientific research — and making sure their sounds, music and displays match their customer base — could help stores improve the shopping experience and draw in business, said Eric Spangenberg, dean of the college of business at Washington State University, in an article on macon.com.

Spangenberg said pairing the wrong scents with unsuitable music or failing to keep a consistent sensory experience could scare away shoppers. Faster-tempo music isn't always a good idea, he said, as slower music encourages customers to spend more time mulling purchases.

The article discussed a company called ScentAir, which provides scents to businesses as a means of improving customer experience and marketing. Demand for scent-related product increases at the holidays, said Ed Burke, the company's marketing director.

"If they're putting a lot of effort into decorating for the holiday, what scent is crucial?" he said. The company consults with clients about what type of scent — simple or complex, holiday or signature — will best appeal to customers and make their store come across as authentic, he said.

Read more about customer experience

Related Content

User Comments – Give us your opinion!
Products & Services

LG 84WS70MS-B

http://global.networldalliance.com/new/images/products/6417.png

6417/LG-84WS70MS-B

Cisco Digital Media Suite for Digital Signage, Business IPTV, …

http://global.networldalliance.com/new/images/products/digitalSignageInAction100.gif

2980/Cisco-Digital-Media-Suite-for-Digital-Signage-Business-IPTV-Webcasting-and-Video-Sharing

LG 42LN549E

http://global.networldalliance.com/new/images/products/6447.png

6447/LG-42LN549E

Digital Signage & Kiosk Software - Nanopoint

http://global.networldalliance.com/new/images/products/2259.png

2259/Digital-Signage-Kiosk-Software-Nanopoint

Qtrac Call-Forward Electronic Queuing System

http://global.networldalliance.com/new/images/products/6167.png

6167/Qtrac-Call-Forward-Electronic-Queuing-System

ReflectView Software Suite for Digital Signage

http://global.networldalliance.com/new/images/products/2779.png

2779/ReflectView-Software-Suite-for-Digital-Signage

Brand extension

http://global.networldalliance.com/new/images/products/6641.png

6641/Brand-extension

LG 42LN541C

http://global.networldalliance.com/new/images/products/6449.png

6449/LG-42LN541C

Self-Service Solutions

http://global.networldalliance.com/new/images/products/selfservice_solutions_100.gif

143/Self-Service-Solutions

NEC NP Installation Series

http://global.networldalliance.com/new/images/products/NP1250_upperslant.jpg

59/NEC-NP-Installation-Series

Vend and PayPal White Paper
CONNECT 2014 Mobile Innovation Summit
Request Information From Suppliers
Save time looking for suppliers. Complete this form to submit a Request for Information to our entire network of partners.