Unseen: the power of scent at retail

Design 4Retail 23 May 2024

Brand Activations Retail Fit Out Store Design

Engaging the olfactory sense to inspire deeper connections

"In a world overflowing with digital experiences, retailers are increasingly looking for ways to create physical spaces that are engaging and memorable."
- Paco Underhill

At D4R, we champion hyperphysical retail interior design. Through our tailored strategic documents, we are increasingly recommending our clients exceed the expectations of ever-more discerning consumers via sensorial and hyperphysical touchpoints. Bombarded with information and manipulated content, consumers today are fatigued by traditional and online retail tropes. This fuels a desire for authenticity, for experiences that transcend the predictable.

Transcending retail norms

By prioritising sensory immersion, human interaction, and authentic storytelling, hyperphysical retail reignites our love for the physical world and ensures bricks-and-mortar stores not only survive, but thrive, in the age of digital overload. And that’s where our identified trend comes in. Scent.

Unparalleled by other senses in its ability to transport us through time and place, the olfactory sense can be adopted as a powerful tool within the retail identity creation toolkit. A fleeting encounter with the aroma of freshly cut grass can evoke a vivid memory of a childhood summer day, while the fragrance of baking spices might induce a nostalgic recollection of seasonal celebrations. This phenomenon, termed the Proust effect, underscores the potent link forged between scent and memory. Owing to the close proximity of olfactory processing to the brain’s emotional center, smells can trigger detailed memories and instantaneously alter moods. This transformative power elevates fragrance beyond a mere sensory experience, its capable of creating specific atmospheres and eliciting targeted emotional responses.

Experiencing scent in-store

At a recent research trip to Battersea Power Station we were pleasantly greeted in many stores by a bespoke brand-fragrance – and this wasn’t just from the expected perfumers like Penhaligons and Le Labo. This trend extended to Lululemon, Nike and even Under Armour. Sport’s leaders are ensuring their stores are inviting, informative, and frictionless, making them a pleasure to explore. This includes localised greetings, clear product explanations that highlight the benefits of sometimes complex features and their signature scents – working together to create a memorable, functional atmosphere.

A tailored approach to the senses

Signature fragrances play a crucial role in differentiating retailers within shopping environments. These carefully crafted scents not only elevate a brand’s identity and set it apart from competitors, but they can also act as a powerful antidote to the stress of reaching the store. In the case of Battersea Power Station, situated amidst the hustle and bustle of London, retailers employing pleasant fragrances to create a haven of calm. This olfactory welcome stands in stark contrast to the potentially stressful journeys consumers might face, whether battling traffic or navigating the crowded Northern Line. The signature scent, therefore, serves a dual purpose: it distinguishes the brand and fosters a relaxed state of mind, priming customers for a more enjoyable shopping experience.

By harnessing the power of scent, retailers can craft a truly immersive and differentiated brand experience. This strategic use of fragrance not only strengthens brand identity but also fosters a positive emotional connection, ultimately transforming the shopping experience into a memorable and enjoyable journey that encourages discovery, leading to conversion.