Scent-sations

Scent is one of the most powerful selling tools a candle retailer has; an indispensable ingredient of store atmosphere that helps sell not only candles, but everything else as well. That atmosphere should conjure a summer garden or a seaside interlude — not the sense of being trapped in an elevator with someone wearing too much perfume or being spritzed by overzealous department store salespeople. Too much scent runs the risk of overwhelming customers, and chasing them away even though they may love (and might have purchased) individual scents.

But, of course, not all customers are looking for scented candles. Some shoppers have allergies that make even the gentlest of scented candles a no-no. So be sure to include a range of unscented candles for scent-sensitive shoppers, as well as those who simply want candlelight that doesn't clash with other aromas in their homes.

Here are some tips to keep your store smelling fresh and inviting:

Pick the right candle size and shape for the display space you have. A big, open shop can take more scent than a small space or a closed-off section of your store. Candles with a greater surface area of melted wax give off a stronger fragrance. Wide, multi-wick candles pack the most scent. Votives and tea lights are more subtle.

Ventilate, ventilate, ventilate. Does your store have good air circulation? A scent that's perfect on Tuesday may smell stale by Friday. Also, keep in mind that fabric absorbs scents, even when cleaned regularly. If you've got a lot of carpet or curtains, or sell a lot of clothing or home textiles in your store, display them at a distance from the candles. Or stick to lighter scents to keep things fresh.

Think outside the store. Naturally, the outdoors can stand up to the strongest scented candles, and candles for the garden are in right now. If you've got an outdoor space (or even an indoor garden section), cross merchandise with an array of appropriately scented candles.

Combinations are key. These days, candles come in a wide variety of scents, but not all of them complement each other, so plan your sampling in advance. Compose a symphony of scents that blend into an harmonious whole. You can also tie your combinations to seasonal themes. For example, the rainy days of spring are perfect for a medley of home cooking scents, while sunny summertime calls for tropical or ocean fragrances.

Sample strategically. In order to find the right fragrance, customers need to be able to experience every scent that you have to offer. But they don't need to do it all at once. Consider putting out jar or travel candles as samples. Anything with a lid that can be shut between interested customers will encourage sampling without altering the overall scent mix in your store. However, employees may have to spend time closing the lids periodically. For a lower maintenance option, use coordinating personal care products as fragrance samples.

Pick proper packaging. Enclosed jar candles, tin travel candles, well-wrapped candles, and samplers emit less scent inside your store. And that's good news for customers, since the less fragrance that escapes in the store the more there is left to perfume their homes. Products like unwrapped samplers, pillars, sachets, and potpourri release significantly more scent.

Throw out what you don't need. Packing materials can absorb the scent of the candles. Getting rid of excess packaging is one painless way to make for less scent — and more space.

Spread the scent. As an alternative to grouping many scented products together (which can confuse or overwhelm shoppers), group them by fragrance, so that each part of your store has its own subtle scent. Take a page from Yankee Candle's "Styling with Fragrance" approach to interior design: Let scent be the starting point that inspires your whole display.

Get a second opinion. As people grow accustomed to a scent, they tend not to smell it as distinctly as when they first encountered it. That means staff who stay in the shop all day might be the worst judges of how much is enough scent, and they might keep adding more to compensate. Newcomers will have a stronger reaction to fragrances they are smelling for the first (or almost the first) time. Don't be afraid to ask customers what they think of the fragrance mix in your store. Also, ask your staff for their first impression when they come to work, or when they return from a lunch break.

Take coffee breaks. The smell of coffee acts as a kind of reset button for smells, like cleansing the palate before trying a different taste. Keep some on-hand for yourself and your customers.

Offer options. Offer your customers both scented and unscented candles. Often, the same customer will want each at different times. Offering both from the same line or manufacturer, if possible, lets you build consumer loyalty and name recognition. Also, some customers with fragrance allergies will not be allergic to plant-based essential oils, so consider offering natural alternatives.

Display unscented candles separately, and label them clearly. It's possible that some allergic customers may not be able to even stay near scented candles for very long. Just in case, unscented candles should be clearly labeled, to make shopping more convenient for your allergic shoppers. They can either be cross-merchandised with products — such as candleholders and mirrors — that highlight their home decor value, or with other products that offer a "pure, unadulterated" appeal, such as hypoallergenic personal care items and those made with natural fibers.

Ensuring that your store's fragrance is not overwhelming is the kind of scents-itivity that can pay off big in customer loyalty. And that makes dollars and sense. But don't throw the baby out with the bath water: According to Harlan Kent, Yankee Candle's senior vice president of wholesale, over 80 percent of consumers are interested in scent. More than 75 percent consider the scent the most important aspect in buying a candle — and they want a big hit of fragrance. If it's too subtle, it won't sell.

"It's un-American not to want that wonderful fragrance," Kent jokes, "Its like telling Chips Ahoy there are too many chocolate chips in the cookies."