Short answer
In some circumstances, a pleasant scent can improve the perceived shop environment and approach behaviour, and thereby also influence length of stay. However, there is no guarantee that scent will automatically make customers stay longer.
Actual time and perceived time are not the same
Scent can influence not only behaviour, but also how a visit is experienced. Research on retail environments therefore distinguishes between actual length of stay and the time consumers think they have spent.
That difference is relevant. A pleasant environment can make a visit feel shorter, even when the clock time remains the same.
The overall environment determines the effect
A scent cannot save an unpleasant shopping experience when there are long queues, the temperature is wrong or the routing is frustrating.
Conversely, a relevant scent can make an already strong environment even more coherent. Think of an interior in which light, music, material and scent support the same atmosphere.
Why subtle intensity matters
Too much scent can have the opposite effect. Visitors may then experience the space as artificial, intrusive or tiring. People also differ greatly in sensitivity and preference.
That is why a professional installation is not set to maximum output, but to the lowest level at which the desired scent experience is stably present.
How do you test it in your shop?
The best way is to measure in your own context. Compare similar periods with and without scent and look at:
- average length of stay;
- conversion;
- average spend;
- number of zones or products viewed;
- customer satisfaction;
- qualitative comments about the atmosphere.
Try to keep other variables as constant as possible during that period.
Not a goal in itself
Moreover, a longer stay is not the right KPI for every concept. In a fast service environment, a smooth and pleasant visit may be more important than extra minutes. In a showroom or luxury retail environment, on the other hand, exploration can be valuable.
The scent strategy must therefore match the business goal, not a general assumption that longer is always better.