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When it rains, look for rainbows
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We have all walked into a store and coughed with the over-powering smell of fragrance. But if a store gets the scent just right, it can have a significant effect on consumer sales !
It’s well known in marketing circles: Scents can have a powerful effect on consumer behavior. After sound, scent is the second most powerful sense, experts say, and the only one of our five that bypasses the rational part of our brain to tap directly into our emotions. By spraying the right molecules into the air — into their merchandise, or even onto their letterhead — companies can make customers feel relaxed, energized, safe, young or sexy.
In interior design, smell seldom receives attention. However, smell has a strong association with feeling and influences people’s activities. Odor is a key motivational factor in human behavior, playing a critical role in behavior patterns. Smell affects areas of the brain that deal with emotions, feelings, and motivation, which can lead to a specific behavioral response.
Scent is amazingly influential in what we do and how we do things in a purchasing moment.
Scientists at the University of Michigan and Rutgers University found that scents significantly improved consumers’ memory about products.
When products are scented (versus not), consumers are more likely to remember information about those products. This occurs even though the product scent is not reintroduced at the time of recall, and even when memory is assessed as much as two weeks after product exposure.
As a result, a growing number of companies are adding scents to their sensory repertoire, along with the lighting, music and design they use to evoke certain moods among shoppers.
Most often, retailers try to evoke relaxation and happiness in their customers, in order to make their shopping experience more pleasant.
Lindstrom says that relaxing aromas such as lavender actually slow down our heartbeat rates and make our perceptions of time slow down, which encourages us to linger in the store longer, increasing our odds of spending money.
Marketing gurus have a stunning array of scents at their disposal. Some examples, courtesy of Lindstrom:
Vanilla: Makes you feel childish, young, energetic. Vanilla provides comfort because it reminds of breastfeeding mothers.
Wood: Reflects earthy, solid, classic values. “Back to basics and back to nature,” is how Lindstrom describes it.
Fruit: Evokes summer, and makes people feel more open-minded, happy and sexual.
Cigars and leather: Reflect conservative values and make brands seem more trustworthy. Lindstrom points out that banks and law firms often, sometimes unwittingly, use leather and wood in their interior furnishings, to project a certain solidity.
The scent wafts through the stores all day, diffused by electronic devices scattered in the store.
The smell of vanilla puts women, typically intimidated by electronics, at ease, while the mandarin denotes class.
The bourbon is there for the guys.
It basically enhances the environment for a first great impression. Retailers, hotels, and even car makers use scents, to evoke certain moods that will make customers happier with the brand.
When it rains,look for rainbows
There are no dreams too large, no innovation unimaginable and no frontiers beyond our reach.
Creativity dies in an undisciplined environment.
― Jim Collins
Imagination rules the world.
Frequently Asked Questions
Q How can design and fit-out complete a project faster and cost less than a traditional procurement approach?
A Design and fit-out is a term used to describe a process where one company takes responsibility to deliver the complete project, from the initial analysis of your needs to the move management of your people. Dealing with one supplier means that you have one point of contact, all the teams from design to implementation work together on a coordinated plan, the budget is controlled with a single vision and will be spent where it matters most and everyone works to a critical path.
Q How can we achieve more from our space?
A It’s a sobering fact that the average office desk is only utilised for around 40% if the working day. The average meeting room is only in use for 10% of the available time. GDI have developed methods and processes to make the office environment work as hard as the people in it.
Our intelligent office design and informed workspace transformation frees up people to be more effective in their work, and to actually be inspired by the environment they’re in.
Q How does hot desking work?
A GDI don’t believe in hot desking. Instead, we create workspaces that are truly “flexi spaces” – adaptable, and eminently workable solutions to make the most of the space available. This cuts down wasted space and increases staff productivity.
Q How do we engage our people in the changes we’re making?
A New working protocols have to be workable to be effective. Our experts work closely with your organisation to ensure the needs and wants of your people are fully taken into account in your new environment. We involve you as soon as possible in the consultation and decision process. This helps reduce fear and anxiety about change and helps to engage you to make the most of this opportunity.
Q How can our office effectively reflect our brand and vision?
A GDI don’t just create working environments – we ‘Brandscape’ each one to ensure that every aspect of your office space becomes a three dimensional, inspirational demonstration of your brand.
Q How can a work environment improve staff attraction and retention levels?
A We design workspaces that help people do their job more effectively. This increases job satisfaction and productivity. The environment we create for you will be inspirational, functional and a pleasure to work in. In turn, our clients find that their levels of attraction and retention are substantially improved by the work we do for them.
Q How much will it cost?
A Naturally, one of the key issues of any project is that of budget and budget control. Thanks to our vast experience, we can offer an extremely quick synopsis of anticipated cost of any scheme, once we have established a client brief and a list of requirements. At GDI, we are able to develop a scheme to meet any client budget constraints, while still ensuring that your money is spent in the most effective ways.
Q How long will it take?
A Ensuring your new facility is operational when you want it to be, and knowing exactly when you can plan to start utilising it is, of course, crucial. GDI have a wealth of experience in delivering projects of all shapes, sizes and levels of complexity. This means that once a client brief has been established an assessment can very quickly be made regarding the duration of the work needed. Most project would generally be completed within 8-14 weeks.
Q What kind of space can I expect to make?
A Instead of the average space allocation of around 12 sq m per person, GDI have consistently shown that 8 sq m per person is comfortably achievable. Together with new work place protocols and enhanced furniture strategies, GDI make the available space work for you.
Q How do I ensure I am getting best value?
A Because GDI ensure that you are involved every step of the way, the whole process becomes collaborative, and GDI come to be seen as a trusted advisor, rather than a contractor. However, for complete peace of mind, GDI always advocate the appointment of an independent third party professional to act on behalf of our client to review the costs and design we propose.
Q How do I know my workplace will actually work?
A As part of the engagement with you, GDI will help develop the new workstyle protocol guidelines to ensure that your organisation gains the most from its investment.
Q What happens after the project is completed?
A Our approach means that we maintain contact after a project has been completed, to ensure that you and your people are fully supported, that your new environment is working as effectively as it should and that your new work protocols are as useful and productive as you wanted them to be.
Any to add? Please let us know !!
When it rains, look for rainbows