Abstract
Building a unique USP sales argument (unique selling proposition) through various forms of in-store communication comes to the fore in a challenging competitive environment. Scent as a means to influence the purchase of goods or services has a long history, however, aromachology as field of in-store communication is a matter of the present. This new trend, the importance and use of which has grown in recent years, is the subject of a wide range of research. In order to increase the efficiency of these elements, it is necessary to familiarise ourselves with the factors that affect the customer, whether that be consciously or unconsciously. Consumer neuroscience is addressed in this area. This paper deals with the comprehensive interdisciplinary investigation of the impact of selected aromatic compounds on consumer cognitive and affective processes as well as assessing the effectiveness of their implementation in food retail operations. At the end of the paper, we recommend options for the effective selection and implementation of aromatisation of different premises, by which the retailer can achieve not only a successful form of in-store communication, but also an increase the retail turnover of the store.
Highlights
The retail sector has undergone massive changes over the last few years, mainly due to the development of new technologies; this is not the case for the two primary objectives of retail strategy, which are to provide a shopping experience and bring value to the customer regardless of which trading channel they use
Thanks to an innovative interdisciplinary approach using consumer neuroscience tools, it is possible to get a detailed view of the real emotions of a person through the influence of individual aromas
6 aromas studies orange) were profiled based on available interviews withcoffee, representatives were profiled based on available studies and interviews with representatives of aromatising aromatising companies, which formed the basic basis of selection for the confectionery companies, which formed the basic basis of selection for the confectionery department in department in the biometric test
Summary
The retail sector has undergone massive changes over the last few years, mainly due to the development of new technologies; this is not the case for the two primary objectives of retail strategy, which are to provide a shopping experience and bring value to the customer regardless of which trading channel they use. A pleasant atmosphere due to a well-selected aroma, whether it be in a shop or in the workplace or a public space, can fundamentally influence the overall perception of people, which will affect economic results. Thanks to an innovative interdisciplinary approach using consumer neuroscience tools, it is possible to get a detailed view of the real emotions of a person through the influence of individual aromas. In this way, it is possible to choose an aroma that will positively contribute to
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