The Smell and Taste Institute carried out research in NIKE stores that were effectively scented with the aim of trying to create a more pleasant and relaxing environment. In the test group a floral fragrance was diffused throughout the store and in the control group no fragrance was diffused. Customers were asked a series of questions relating to the product quality, cost and their interest in the products.
It was discovered in the study that 84% of customers were more likely to make a purchase in the scented store. They were also willing to spend around 10-20% more.
This research was sourced from:
Dr Alan Hirsch, Director of The Smell and Taste Foundation, International Journal of Marketing Studies. 1990
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