Scents and plants play a significant role in shaping people’s behavior and mood in shopping centers. A study conducted by Consumatics and Ambius at the Kanaleneiland Shopping Center in Utrecht revealed that an inviting environment enhanced with greenery and pleasant scents has a positive impact on the overall shopping experience. This creates a sense of safety and comfort, leading to greater customer satisfaction and increased spending.

For the study, Ambius installed plants and scent dispensers at the entrances and exits of the shopping center—strategic locations that form the first and last impression for visitors and have a direct effect on their overall experience. Two fragrances were tested: a mandarin scent and a fresh, clean scent. Over an extended period, researchers examined how these environmental changes influenced visitors’ perceptions. Shoppers were asked about their feelings of safety and satisfaction in various settings, without being told that the environment had been altered.

Safer environment, higher revenue

Approximately 500 consumers participated in the study. The results showed that plants and scents significantly affect people’s behavior and attitudes. Visitors’ sense of safety increased by 17%, while the perceived attractiveness of the shopping center rose by 13%.

The study also showed a positive impact on purchasing behavior. A detailed analysis of receipts revealed that visitor spending increased by as much as 39%. While individual spending varied, the overall rise underscores the powerful influence of a pleasant shopping environment on customer experience and spending habits.

A new dimension of retail experience

Wenda van Kielstra, researcher at Consumatics, called the study exceptional. “This is the first time research of this scale has been conducted into the effects of scent and greenery on human behavior and emotion in shopping centers.” She added: “Traditionally, we’ve focused on visual and textual marketing, but this research shows how much more potential lies in scent. Both retailers and customers benefit from this kind of sensory stimulation.” According to Van Kielstra, the findings open new possibilities for shopping centers to enhance the customer experience even further.

At Ambius, we’re here to help you find the ideal scent for your space. Our in-house experts will guide you in selecting the fragrance that best matches your environment, including the right intensity and, if desired, complementary greenery. Get in touch with us and discover how scent and plants can transform your retail or business environment.