Step 4: Scent & Lighting

D.) The last research that you are going to do is about two marketing tools which are essential in selling your product – scent & lighting.

Some may notice and some may not, but it is out there: (almost) in every shop you can smell a certain scent that fits the theme/branch of that shop. Lighting also plays a role in customer behaviour. To find out what the effects are, read the following two articles:

• Why Scent Marketing Has Become an Important Tool in Modern Business

• Lighting as a marketing tool

Additional:

• Bright, clean rooms promote good behaviour

• Darkness Spurs Dishonesty

After you read the articles, you have a much better understanding of the subjects. Now, you are going to research the scents and lightings in three different shops from three different branches. You may choose the shops yourselves!

Use the questionnaire ‘SCENT & LIGTHING’. Decide whether the three of you are going to the shops together, or each group member goes to one shop. Take a picture of yourself (yourselves) with each shop where you took the questionnaire and put this in your report. Note: you have to be on the picture as proof. After that, you are going to write in your report what your findings are and how the shops made you feel like. Decide what scent you will use and how you will arrange the lighting in your own shop. Refer to the articles where possible!

QUESTIONNAIRE ‘SCENT & LIGHTING

You read the articles about ‘scent’ and ‘light’. Now you are going to investigate the scent that is spread and how the lights are arranged in 3 different shops (different branches!) using the format below.

Write a short report about the outcomes and how the shops made you feel like. Decide as well what scent you will use for your shop and how the lighting is going to be arranged.