#130 The scent of coffee while shopping: Into a shopping frenzy with the scent of coffee
Does the smell of coffee really make us more willing to buy? Yes! And more than you think.
Imagine entering a shop and the smell of fresh coffee immediately hits your nose: warm, aromatic, familiar. And suddenly you feel more at ease and perhaps stay a little longer. Coincidence? Not at all.
In our new episode "Five cups a day", we reveal why the smell of coffee acts almost like an invisible salesperson in retail. How fragrance not only lifts our mood, but also influences our purchasing decisions. We are joined by coffee sommelier Indre, scientist Gerhard and coffee spokesperson Karina.
Coffee fragrance as an invisible salesman
Coffee sommelier Indre describes the moment when you enter a shop and smell fresh coffee as a "warm embrace for the soul". And she's right on the money.
Because studies show: A pleasant aroma makes us more relaxed, happier and more open to new products.
The scent of coffee has a special place in this, as its aroma has a positive connotation worldwide. It reminds us of:
- cosy mornings,
- Energy and focus
- and little moments of pleasure just for us.
This feel-good atmosphere makes us stay longer in shops. And the longer we stay, the more we discover and the greater the chance that something will end up in our shopping basket.
In short: the smell of coffee prolongs the time we spend in a shop and increases our shopping mood.
The halo effect: when everything suddenly looks more premium
A light coffee fragrance makes the entire environment appear more upmarket. A psychological effect called the "halo effect". However, the fragrance does not improve the products, but our perception of them. Exciting, isn't it?
"A positive sensory experience outshines other aspects and makes the entire range appear more valuable." Gerhard
Caffeine makes you want to buy!
Now it's getting scientific and surprising: studies in France, Spain and Germany show that people who drink caffeinated coffee before shopping are statistically more caffeinated:
- buy more,
- spend more money
- and more often on luxury products.
And yes, this even applies to online shopping!
The smell of coffee influences our mood, our perception and even our shopping behaviour. And it does so naturally, without any tricks.
So: the next time you go shopping, pay attention to how it smells. And maybe treat yourself to an espresso beforehand - scientifically speaking, it could make your shopping trip even more enjoyable. And maybe you'll enjoy spending time in your Tchibo shop next time?
Listen to the new episode now!
