Aromachology and Customer Behavior in Retail Stores: A Systematic Review

Interest in the use of scents in retail environments for creating better customer experiences is growing. Yet, knowledge of the effectiveness of aromachology to affect actual customer behavior and ultimately increase turnover is incomplete, as published results present inconsistencies and are often based on highly controlled environments rather than actual store environments. Situated within this context, this paper offers a systematic review on research in aromachology with a focus on effects on actual customer behavior in actual retail environments. As expected, the available research on actual environments (relative to laboratory-based studies) is limited, with only 20 articles meeting the inclusion criteria. While reported results are, overall, indicative of the positive effects of scent on customers’ emotional states and on their in-store behavior (dwell time, product choices) and attitudes (purchase intention, intention to revisit), several critical issues with the available literature emerged. These pertain primarily to a lack of sufficient methodological details (specifically on the scents, their compositions, intensity and methods of delivery), a narrow focus on scents without considering interactions with other atmospherics factors, and a general disregard of individual differences in olfaction. The review provides suggestions for addressing these shortcomings and improving the quality and actionability of this line of research.