Fragrances: how to propose them to customers

Fragrances: how to propose them to customers

Suggestions from Marco Merola, owner of Casimiro, who has hosted many meetings for stores in Milan Home on how and why to sell fragrances

In anticipation of the 2025 programme, here are his recommendations



What is the importance of a fragrance in a room and how to choose it?


According to the rules of contemporary interior design, every room should indulge as many senses as possible: sight, hearing, touch and smell. When a space is imagined, designed and created with the intention of intriguing multiple senses it will reach its full potential. Smell is the most powerful link to emotions and feelings, and it has long been neglected, only recently being strategically incorporated into interior design. A scented room has the power to create a certain atmosphere, which is why selecting a scent that best suits your space is just as important as choosing furniture or artwork.


Choosing fragrances for a room is not as simple and obvious as it may seem on the surface: Indeed, essences evoke special sensations by virtue of their particular characteristics. We can also choose to use them for the benefits they bring to our psychophysical well-being.


Different fragrances should be chosen according to the olfactory path you want to create, considering a gradual scale of differing fragrance intensities: we start at the entrance with more delicate fragrances to welcome our guests and as we proceed we intensify these, choosing the most vigorous and energetic fragrances for the living room and kitchen. Then we tone the intensity down again in the sleeping area, favouring delicate fragrances that can foster relaxation.


For the bathroom, fresh marine notes reminiscent of sea waves and aromas that smell clean, such as cotton, linen, talcum powder, musk and white flowers, are perfect. These are the best choices to ensure an unparalleled wave of well-being and comfort.



How to propose a home fragrance in the store?


Most of the time, when a customer wants to choose a home fragrance, the shop staff present the range in a traditional, but not very effective way, showing the various brands present, rather than asking effective questions to understand the actual needs of the customer and so offer the most suitable and effective product/fragrance.


Following the theory of 'FRAGRANCE ZONING'.


The most important effective question is: where are you going to put it? They should offer different fragrances from the different brands in the store depending on the area of the house in which it will be used. This technique is effective in giving the best advice, but above all it demonstrates the seller's professional skills and product knowledge. Remember that the difference between online and in-store sales is the professionalism and the experience you give the customer in the store.


This type of technique also activates the possibility of 'CROSS SELLING' by suggesting a second product to better meet the customer's needs, e.g. when asked for a fragrance for the sleeping area, as well as suggesting a suitable product, the salesperson could also propose a bed linen scent for a truly regenerating and engaging effect.



Why should stores specialise in this area?


In recent years, there has been an increase in demand for room fragrances. Diffusers, sprays and candles are hitting steadily increasing sales figures, with a trend that promises to be positive in the near future.


According to estimates by Fortune Business Insight, the global home fragrances market will grow by 3.1% by 2027, reaching a turnover of 27.63 billion. The important growth of this market marks great opportunities for the retail world, which, if it can specialise by increasingly offering an 'experience' with great product knowledge and involving the customer in the point of sale, will be able to achieve excellent results, above all setting itself apart from and above its competitors.




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