RESEARCH Study: RETAIL BOOKSTORE

Scientific Study with Increase Sales

The Task

Researches in Belgium conducted a study over 10 days with the observations of 201 customers in a chain bookstore that examined whether a chocolate scent positively influenced consumer behaviours within a retail store environment.

Solution

They diffused a chocolate scent through 2 scent diffusers strategically placed throughout the store and observed the behaviours of shoppers.

 

Results

The study not only saw an increase in sales by 5.07% but found that customers were nearly 3x more likely to engage in conversations with staff and 2x more likely to examine multiple items within the store.

5.07% Increase in Store Sales

3x more likely to engage in conversations with staff

2x more likely to examine multiple items

This research was sourced from:
Lieve Doucé et al. (2013). Smelling the books: The effect of chocolate scent on purchase-related behavior in a bookstore. Journal of Environmental Psychology, 36, 65–69.

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