Why retailers need to pay attention to the smell of their stores
Retail stores overflowing with merchandise can make consumers feel claustrophobic rather than ready to spend. But the recent move towards open, minimally stocked spaces can leave them feeling just as anxious. The solution to this shopping conundrum may be smell, as new research shows. "Our study shows that retailers need to carefully consider how they pair shopping space and ambient scent in order to decrease consumers' anxiety levels and improve their shopping experience," says a co-author.
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