Scent marketing is simply the strategic use of fragrance at specific consumer touchpoints. The right scent can allow you to create an instant emotional connection with the customer and make the shopping experience more memorable.
It is both aggressive and subtle. It is aggressive because it allows businesses to reach people beyond the confines of their shop as the chosen scent can be wafted through open doors and windows. It is subtle because most consumers don’t realize the scent they’re smelling is intentional rather than coincidental.
“Most people are processing it at an unconscious level, but it is impacting them,” he said. “The important thing from the retailer’s perspective and the marketer’s perspective is that a pleasant scent isn’t necessarily an effective scent.”
Published in the Journal of Retailing, the study was co-authored by Andreas Herrmann, of the University of St. Gallen in Switzerland; David Sprott, of Washington State University; and Manja Zidansek, also of Washington State University.
In the realm of marketing, businesses are constantly searching for innovative ways to capture the attention and engage the senses of their target audience. While traditional methods such as visual and auditory stimuli have been prevalent, there is a lesser-known technique that has been gaining momentum in recent years – scent marketing. In this blog post, we will delve into the fascinating world of scent marketing, exploring its definition, benefits, and how businesses are leveraging this powerful tool to enhance brand experiences and drive customer engagement.
Understanding Scent Marketing: Scent marketing, also known as aroma marketing or olfactory marketing, involves the strategic use of scents to create a positive emotional connection between a brand and its customers. By incorporating carefully selected fragrances into various touchpoints of the customer journey, businesses aim to influence consumer behavior, evoke specific emotions, and strengthen brand recall. It taps into the powerful relationship between scent and memory, leveraging the olfactory sense to create unique and memorable brand experiences.
The Science behind Scent and Emotions: Our sense of smell is closely linked to the limbic system in the brain, which controls emotions, memories, and behavior. Studies have shown that scents can evoke powerful emotional responses, trigger nostalgic memories, and influence purchasing decisions. By strategically deploying scents that align with their brand identity and desired emotions, businesses can create a deeper connection with their customers and enhance the overall brand experience.