Aromatisation and Its Effectiveness in a Food Retail Store

Customers generally prefer not only freshness, quality, convenience, and a wide assortment when shopping, but also the possibility of fast and efficient shopping. At the same time, influencing the customer's senses through the shopping atmosphere is an equally important area for experience shopping. The point of sale is considered to be one of the few communication channels that is not yet saturated and has a relatively large potential in the future. In a challenging competitive environment, building a Unique Selling Proposition (USP) through various forms of in-store communication comes to the fore. Scents as means of influencing the purchase of goods or services has a long history, but aromachology as an area of in-store communication is a matter of the present. This new trend, the importance and use of which has been growing in recent years, has been the subject of much research lately. To increase the effectiveness of these elements, it is essential to become familiar with the factors that affect the customer, whether consciously or subconsciously. The paper deals with the study of the influence of selected aromatic compounds on consumer decision-making when buying food, as well as assessing the effectiveness of their implementation in a food retail store. We conclude with recommendations for efficient and effective space aromatisation, with which the retailer can achieve not only a successful form of in-store communication and a pleasant sales department environment, but ultimately increase the retail turnover of its store.