As already mentioned in guideline 22, it is important to create coherence between smell and music in a physical store. The harmonization of these two ambient signals will positively impact the “approach” and impulsive buying behaviours of customers as well as their satisfaction. For instance, it is best to diffuse a less exciting smell, such as lavender, in combination with a slow music tempo, rather than with more exciting music. By contrast, you may play exciting music with a high tempo in combination with an exciting scent, such as grapefruit, to create a more positive effect on the approach behaviour of the customer.
