Swedish study on the effects of perfume in a supermarket

Scent Marketing in Action: The Stockholm Case Study

In 2010, two researchers from the Stockholm School of Economics conducted an experiment to test the real power of fragrances in retail. The study focused on a high-involvement product: the new Head & Shoulders shampoo.

The starting hypothesis was fascinating: a pleasant scent can reduce the perception of risk towards a new product and push consumers toward "variety seeking." The results confirmed that scenting not only increases sales but transforms the entire shopping experience, a core concept of modern scent marketing.

Experiment Details and Methodology

The study was conducted over four weeks in four supermarkets of the same chain in Stockholm, gathering over 800 direct observations and 600 questionnaires.

• The Fragrance: A citrus note was chosen for its perfect congruence with the product. To discover how these notes influence the mind, read our article on how a good aroma can change your mood.
• The System: Professional diffusers were strategically positioned. At Essenzapura, we use the same logic with our Anthos 50 diffusers (ideal for specific areas) or the powerful Stratos to cover entire aisles evenly.
• Variables Tested: Researchers understood how smell enhances advertising memory, a phenomenon linked to the close connection between smell and memory.

The Results: Numbers that Prove Effectiveness

At the end of the four weeks, the data highlighted an extraordinary impact:

• Sales Increase: Sales of the tested shampoo increased by 17%. Surprisingly, the entire department saw a +20% in total sales.
• Spillover Effect: Products in adjacent areas also benefited from the scent, as detailed in the full Swedish study on our blog.
• Impulse Buys: Unplanned purchases grew by 13%, demonstrating how the correct olfactory pyramid can stimulate buying instincts.
• Brand Switch: A 14% increase in the propensity to try new brands was recorded, confirming that there are scents that make people buy more.

Why is this study important for your Business?

The Stockholm experiment proves that scent is not just an accessory, but an invisible architectural element. To achieve these results, however, a technology that keeps the fragrance pure and constant is required.

Unlike cheap systems, Essenzapura's cold-air atomization technology ensures that particles remain suspended for a long time. This applies to shops, but also to improving productivity in offices.

Want to test the power of scent in your store?

Discover our full range of diffusers and find the best fragrance for your goals in our Fragrance Collection.