In today’s competitive business environment creating memorable experiences and emotional connections with customers is critical to consumer spending and long term brand loyalty.
Of all the senses, smell is most connected to memory and emotion. By using scent, brands are able to connect with consumers on a deeper emotional level, resulting in a more memorable experience.
Scent can attract new customers, increase sales, heighten value perception, and expand brand recognition and customer satisfaction.
Scent Marketing; Type of sensory marketing targeted at the olfactory sense.
Scent Marketing is more than just diffusing a pleasant fragrance in a space. It is the art of taking a company’s brand identity, marketing messages, target audience and creating a scent that amplifies these values.
A scent has the ability to influence behaviour and trigger memories almost instantaneously. When smell is combined with other marketing cues, it can amplify a brand experience and establish a long lasting connection with consumers.
Our sense of smell is believed to affect 75% of our daily emotions. The close connection between the olfactory gland, which registers smell, and the limbic system, that governs emotion and memories, is the power behind our sense of smell.
Scent receptors in the nose connect directly to the section of the brain that is responsible for memory and emotion. This is why a smell has the ability to transport you to a certain time and place, linking back to a particular memory or feeling.
Humans are able to recognise approximately 10,000 different odors, and what’s more remarkable, we are able recall smells with 65% accuracy after a year, in contrast to only 50% of visuals after three months. (Sense of Smell Institute).
The results are in, happier customers that remember your brand and linger longer. Academic and industry research reveal that incorporating scent has a profound impact on how consumers regard a brand. The right ambient scenting solution can enhance the in-store experience, creating a comfortable and positive environment which can subtly prompt consumers to spend more time in retail environments and increase consumer spending.
Diffusing the right aroma can reinforce your brand identity, create the perfect ambiance for your clients, employees and guests, and differentiate your business from your competitors.
In a New Balance shoe store in Beijing, a consulting firm introduced Chinese shoppers to the U.S. brand through a sensory store experience. A nostalgic wood and leather scent was used to convey the heritage and craftsmanship of the brand. Shoppers spent twice as much money compared to similarly sized stores elsewhere, the atmosphere induced them to linger. “The longer a customer stays in a store, the more they spend“ (Equal Strategy consulting firm).