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A False Scent of Security

A false scent of security

RESEARCHERS

Shai Smith, EJ Song, Karolina Muchova, and Michael Barbera, PhD

THE PERCEPTION OF CLEANLINESS

Cleanliness and positive sanitation can improve a person’s healthcare and overall quality of life. Cleanliness, positive sanitation, or perceived sanitation have the ability to influence and persuade consumer decisions. It is probable that humans would remove themselves from a retail environment if there were a perception of unsanitary conditions, and probable that the customer would not complete a purchase. Our sensory perception of a store’s sanitary state can have a powerful effect on our willingness to interact with that space. It is potentially useful for retailers to identify if the reverse is true: sensory stimuli associated with higher levels of sanitation, or perceived sanitation, could affect consumer decisions.

Many studies suggest that scents, sights, and other perceptions related to cleanliness have an effect on the consumer. The presence of the scent of citrus in the store, for instance, which people generally associate with freshness and cleanliness, can influence customers to purchase more units or spend more money per transaction. In addition, many researchers found that the presence of multiple sensory stimuli related to sanitation (i.e. visual cues such as cleaning supplies and the smell of bleach or citrus) have a greater effect on the consumer because it creates the overall perception of cleanliness. Here, we explore the different findings of studies and research conducted upon the effect of smells, visual cues, and other senses related to sanitation in retail environments.

CONSUMER EXPERIENCE

Consumer decision-making has shifted from utilitarian to experiential preferences. In order to maintain pace with the rapidly changing consumer decision process, retailers are investing in unique store atmospheric cues to capture the attention of consumers and capitalize on their emotions and heuristics. Several researchers investigated the relationship between store environment and purchase intention, and found that pleasant in-store environments were more likely to produce positive consumer attitudes towards the brand. Typically, these factors that mediate the environment are various sensory modalities; therefore, understanding the mechanisms of sensory modalities and their impact on consumer decision-making could provide actionable insight to retailers.

Researchers at Clicksuasion Labs found the likeliness of a positive brand experience increases with each additional sensory dimension. Additional research suggests the sensory experience can influence emotion and behavioral intentions in the service and CPG industries. The researchers assessed the impact of the five traditional sensory modalities in eliciting positive emotion; however, taste, sight, sound, and touch likely contribute to more positive reactions from consumers. The significance of visual stimuli has been a replicable finding in the tourism and CPG industries. As hypothesized, researchers found evidence to suggest that happiness and excitement were partially generated in response to physical surroundings that can affect the consumer’s behavioral intentions, including their intention to linger in the store, spend more per transaction, and revisit the store at a later date.

THE SMELL-GOODS

Scents are likely processed through the olfactory system, which is closely linked to the limbic system responsible for emotion and memory regulation in the human brain. Thus it is often olfaction that is directly linked with both positive and negative memories. Five minutes of exposure to an unpleasant smell is likely to induce a negative emotion and mild anxiety, whereas a similar length of exposure to a pleasant odorant is likely to induce calming sensations, and potentially other attributes of positive emotions. This serves as evidence to suggest that odors are able to modulate emotion and mood when processed cognitively.

Given that positive moods are known to influence a person’s willingness to purchase, the presence of positive olfactory cues would indirectly influence purchase behavior in a retail setting. More specifically, researchers found that the presence of olfactory cues had a positive impact on purchase behavior; however, only amongst consumers who were categorized as contemplative rather than impulsive. The effects of olfactory cues on consumer behavior appear to have long-lasting impacts. A recent study suggests ambient scents have positive short-term effects on a consumer’s perception of the product or service; however, these effects are likely to persist months after the scent has been removed from the product or service. Therefore, olfactory stimuli appear to be salient sensory cues that can have lasting effects on consumer behavior.

The olfactory system and perceived cleanliness are likely to exert a powerful influence on emotion and behavior. When participants were exposed to a citrus-scented, all-purpose cleaner, the cognitive accessibility of the concept of cleaning was enhanced along with individual cleaning behavior. Thus, the influence of olfactory sanitary cues on behavior and cognition appears to be robust. In addition to the sense of general cleanliness, the researchers found the scent of citrus increased the length of time customers were willing to spend at the retail location, as well as the amount of money they were willing to spend. People are likely to associate bleach with cleanliness, beauty, efficiency, and love due to impressions and lived experienced with historical marketing campaigns for bleach products.

WHAT WE’VE FOUND

As a result, the presence of bleach or other similar cleaning products could have a physical reaction to the sensory stimulus of bleach and a cognitive reaction to the associated constructs. In a recent study at Clicksuasion Labs, researchers applied 22 variables to identify how consumers react to cleanliness and perceived cleanliness. The study was conducted at a brick and mortar fashion-retail boutique in North Carolina between April 2020 and May 2020. The research consisted of four study groups, (1) control group with no overt COVID-19 safety precautions, (2) visual stimuli (bleach bottle), (3) visual and olfactory stimuli (bleach bottle and scent), and (4) motion-based visual and olfactory stimuli (bleach bottle, scent, and employee cleaning).

The first study group consisted of a traditional brick and mortar fashion retail boutique in North Carolina where there were no known overt COVID-19 safety precautions or cleaning supplies. Study number two consisted of the same brick and mortar fashion retail boutique in North Carolina; however, a cleaning bottle labeled ‘bleach’ was placed on the counter, adjacent to the point of sale. Study number three consisted of the same brick and mortar fashion retail boutique in North Carolina; however, a cleaning bottle labeled ‘bleach’ was placed on the counter, adjacent to the point of sale, and a bleach scented candle, unbeknownst to the consumers, was lit behind the counter. The candle omitted a bleach scent throughout the store. Lastly, study number four consisted of the same brick and mortar fashion retail boutique in North Carolina with the same conditions as study number three, with the addition of an employee actively cleaning the counter, adjacent to the point of sale.

WHAT IS MEANS

There are several significant results of the study. Figures 1 – 3 highlight the significant results for an immediate impact on sales and brand experience. As shown in Figure 1, the mean dollar amount per transaction increased with the addition of cleaning supplies and the visual cue of an employee actively cleaning in the store. As shown in Figure 2, the Net Promoter Score (NPS) increased between each group as an additional cleaning variable was added to the store. The NPS was collected within 24-hours of the customer’s purchase. Figure 3 suggests that consumers are more likely to increase the total number of units per transaction with the addition of cleaning agents.

Brick and mortar retailers were more likely to increase sales and loyalty with perceived sensory stimuli of cleanliness. The bleach scent was created by a candle that offered no sanitary properties. The bleach scent provided a perceived trust reaction that can be as influential as full-trust. Perceived trust can be achieved by a brand when consumers believe their safety is considered and valued. Lastly, maintaining sanitary conditions and attempting to keep customers safe when engaging with a brand is likely to have a positive impact on the customer’s brand experience, willingness to purchase, and willingness to refer.

Figure 1
Figure 2
Figure 3

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      MASTER SERVICES AGREEMENT

      LAST UPDATED AUGUST 6, 2019

      This Master Services Agreement (“Agreement”) is entered into this day by and between Clicksuasion Labs. (“Clicksuasion”), 293 Olmsted Blvd, Second Floor, Pinehurst, NC 28374, USA, on behalf of itself and its owned and operated affiliates, and (“Client”), in the delivery of consulting and other professional services, collectively the “Parties”   This Agreement shall remain in full force and effect until terminated by either party with 30 days’ written notice.

      1. DEFINITIONS:
      • “Services” means any products and services that are requested by Client, whether electronic, written or verbal to Clicksuasion.
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      • “Exploratory”, “Discovery” means all communication, whether electronic, written or verbal with the intent to agree upon a SOW.
      • “Client” means any person or entity who requests Services or engages in Exploratory or Discovery communication with the intent to hire Clicksuasion Services.

       

      1. SCOPE: “Clicksuasion” shall provide consulting, research and other professional services to Client or to Client’s clients.

       

      1. WORK ASSIGNMENTS: The specific services to be provided by Clicksuasion shall be described in one or more Statements of Work (“SOW”) (or “Proposal”) issued pursuant to this Agreement and agreed upon in writing by the Parties prior to the termination of this Agreement, except where mentioned in paragraphs 5 and 16. The SOW shall be incorporated herein by reference and all terms and conditions of this Agreement shall apply to the SOW as if fully set forth therein. The SOW shall include a summary of the work, skills required, fees to be paid, and instructions on reimbursable expenses.  In the event of any conflict between the contents of any SOW and this Agreement, the SOW shall govern.

       

      1. USE OF CLICKSUASION WEBSITES: visit TERMS OF USE: clicksuasion.com/termsofuse

       

      1. INVOICING AND PAYMENT: We will invoice Client at the beginning of any project and when stated in the SOW. Unless otherwise stated, invoiced charges are due net-thirty (30) days from the invoice date. Client is responsible for providing complete and accurate billing and contact information to Clicksuasion and promptly notifying Clicksuasion of any changes to such information, including, without limitation, Client’s obligation to promptly report any Services-related performance issues or problems negatively impacting Client’s satisfaction with the Services so that Clicksuasion may attempt to remedy such. For clarity, if Client fails to notify Clicksuasion of a Services-related issue within five days from incurring it, such issue may not be relied upon as a reason to terminate this Agreement for Cause. In the event that payment is made via a third party agent, Client shall indemnify Clicksuasion and keep Clicksuasion indemnified against any loss, damage, costs and expenses Clicksuasion may suffer or incur as a result of any default by the third party agent in making payment in accordance with the terms of the SOW or as otherwise set forth in this Agreement. Client further authorize Clicksuasion to use a third party to process payments, and consent to the disclosure of your payment information to such third party. Clicksuasion shall invoice Client for fees and direct out-of-pocket expenses incurred as per the SOW. Payment in full is due upon completion of work or if other arrangements have been made between Clicksuasion and Client. Invoices unpaid after 15-days shall incur a late fee of 24 percent per annum until paid in full. Billing shall be on a time and materials basis.  Client’s non-payment of any Invoice shall entitle the Clicksuasion to stop performance under the terms of this Agreement, any Amendments thereto and/or any SOW without recourse by Client. Client is responsible for all fees and damages associated with the collection and legal solutions of late payments. All non-disclosure agreements between Client and Clicksuasion are void upon the first aged invoice 30-days past due. Additionally, the non-disclosure agreement must be re-signed by both parties to be effective beyond the first aged invoice 30-days past due. If any amount owed by Client under this or any other agreement for Clicksuasion services is thirty or more days overdue, Clicksuasion may, without limiting Clicksuasion’s other rights and remedies, accelerate Client’s unpaid fee obligations under such agreements so that all such obligations become immediately due and payable, and suspend Client Services until such amounts are paid in full. Clicksuasion will give Client at least seven days’ prior notice that the Client account is overdue before suspending services to Client.

       

      1. ENGAGEMENT NOTICE: A request for services, whether electronic or verbal, to members of Clicksuasion and the acceptance of the request of services from Clicksuasion will constitute a signed writing. All requested services, without a signed agreement, are billed monthly at $490.00 USD per hour. Client is subject to a $270.00 USD charge upon two consecutive missed meetings, whether electronic, telephonic or in-person, regardless of geographic location. Clients with ten (10) or less full-time W2-structured employees are billed $10,000.00 USD to be held in escrow for discussions related to research. All monies held in escrow will be billed at $490.00 USD during the exploratory process and all remaining funds, if applicable, will be returned to Client upon completion of the SOW or after an agreement is signed between both parties to cancel the SOW, whichever is first.

       

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      1. GOVERNING LAW: This Agreement shall be governed by and construed in accordance with the laws of the State of North Carolina without reference to any principles of choice or conflicts of laws. Any action instituted by either party arising out of this Agreement, the SOW or the Proposal shall be litigated exclusively in Moore County, North Carolina.  The Parties expressly consent to the exclusive personal jurisdiction and venue of Moore County, North Carolina.

       

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