Last updated: 28 July 2026

Adding plants and diffusing pleasant scents in shopping centres increases feelings of safety by 17% and attractiveness by 13%. Real-world research further reveals that this combined approach positively influences buying behaviour, potentially driving up retail spending by 39%. By deploying professional interior landscaping and strategic scent marketing, you create a comfortable and welcoming environment for visitors.

The effect of greenery and scent on visitors

The physical retail environment directly impacts consumer well-being and emotions. Commissioned by Ambius, research agency Consumatics conducted a large-scale study at the Kanaleneiland Shopping Centre in Utrecht. For this study, the entrances and exits were equipped with specific plant arrangements and subtle scent dispensers.

Because entry points serve as the initial touchpoint, they largely determine the overall first impression. During the test period, around 500 consumers were surveyed about their experiences while two different aromas were tested: a fruity mandarin scent and a fresh, clean fragrance. Visitors rated the atmosphere without prior knowledge of the changes made to the shopping centre.

Research results: safety, experience and retail spending

The study results demonstrate that a well-considered indoor environment significantly improves shopper perception. Key findings include:

  • Increased feeling of safety: Visitors reported feeling 17% safer in the adapted spaces.

  • Greater appeal: The overall rating of the shopping centre rose by 13%.

  • Boost in retail spending: An analysis of till receipts showed that average spend per visitor increased by 39%.

In practice, a combination of natural elements and a fresh environment directly contributes to consumer calm and well-being. Once people feel at ease, they linger longer in retail spaces and are more receptive when making purchasing decisions.

Sensory stimulation as a new strategy

While marketing traditionally focuses on visual displays and text, engaging multiple senses adds real depth to the customer experience. A thoughtful blend of fragrance and planting helps shopping centres and retailers establish a unique atmosphere that cannot easily be replicated online.

Wenda van Kielstra, researcher at Consumatics, highlights the significance of the study:

"Research into the effects of scent and planting on human behaviour and emotions in shopping centres has never been conducted on this scale before. Traditionally, we engage customers primarily through text and visuals, but this study shows that we can get far more out of scent; both the retailer and the customer benefit from this stimulation."

Our experts support organisations in designing pleasant indoor environments. Both strategic placement of healthy plants and precise scent diffusion ensure a comfortable balance in workplaces and public spaces.

Insights from our experts

Our specialists in the field frequently hear that property owners and retailers are searching for effective ways to extend dwell time. By assessing footfall routes and pairing the right planters with tailored fragrances, a harmonious balance is created. A fresh environment encourages visitors to enjoy a relaxed shopping experience and contributes to a positive brand perception.

Would you like to know how to elevate the experience in your premises? Read more about our interior planting options, or explore our solutions for scent marketing and green walls.