From The Straits Times    |

There’s something in the air in retail malls, and you are not imagining it.

More are now diffusing perfumes throughout their premises, to the point that some shoppers are starting to associate a certain smell with a certain mall.

The trend was started by Ion Orchard and Orchard Central in 2009, and it has spread to other malls, such as Palais Renaissance, Chinatown Point, Square 2 in Novena, Changi City Point, 112 Katong, and City Square Mall on Kitchener Road.

The science behind scenting malls

The scents are distributed by diffusers installed in air-conditioning ducts, or mounted on walls or ceilings. The diffusers convert a liquid scent into vapour, which is then circulated through ventilation ducting. Scents emanating from mounted-on diffusers are aided by internal fans.

Scenting a mall can cost as little as a few hundred dollars to as much as $10,000 a month, said Mr Jimmy Chang, 42, who runs scent company JJ Mervyn, which focuses on small boutiques and retailers.

But malls consider it money well spent. North American studies have shown that ambient scent subtly contributes to a favourable perception of quality, and may cause shoppers to linger and spend more.

Ion Orchard’s signature scent of natural herbs, fruits and flowers, produced for it by AllSense, creates an atmosphere unique to the mall, said its spokesman.

It even gets requests from patrons to purchase the scent for personal use, but it is not for sale.

Changi City Point smells like green tea and tangerine, which its senior centre manager Emily Fong said helps to “uplift spirits”.

The nine-storey City Square Mall is in the process of installing a scent in line with its eco-friendly theme.

The decade-old industry has grown rapidly in recent years due to a growing body of research on the subject, better and more accessible technology and greater interest from businesses and individuals, said Mr Terry Jacobson, the business development director of scent provider AllSense.

The science behind scenting malls

He said popular scents vary by country and culture, and are influenced by the weather and climate.

Tea and citrus-based scents are particularly popular here, and can change with the seasons.

Last Christmas, Orchard Central smelled of forests and brownies. For Valentine’s Day last month, it was apples and chocolate, said Ms Chan Iz-Lynn, assistant director of Far East Organization’s retail business group, which owns Orchard Central.

Dr Adrian Wang, a psychiatrist at Gleneagles Medical Centre, said while the effect of scent stimuli is short-lived, it is immediate, so malls can utilise a smell to elevate a shopper’s mood.

“These scents may have a calming influence. If you are in a good state of mind, you are more likely to buy more,” said Dr Wang.

Associate Professor Ang Swee Hoon from the National University of Singapore Business School said scents are part of the retailer’s arsenal as they offer another sensory experience for shoppers.

As malls become more competitive and try to outdo each other through displays and decor, scents are a way to get a leg up, she said.

“Unlike more fixed aspects such as interior design, scent is something that mall management can play around with more frequently,” she added.

But, she cautioned, malls should mind the strength of a scent. An overwhelming fragrance may put off customers and trigger allergies.

So far, malls have had largely positive feedback. Shopper Charlene Tan, 25, an assistant manager, said Ion Orchard’s feminine fragrance has become familiar and helps her identify with the mall.

Public relations executive Sarah Swee, 24, said scents help with brand association and forge an intimate bond with shoppers.

Mr Jacobson from AllSense said the key is delivering the right amount of scent into the right amount of space.

“It’s easy to just add scent to a space, but to do it properly and get it right consistently over a period of time is a real skill.”

This article was first run in The Straits Times newspaper on March 3 2013. For similar stories, go
to 
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