If you’re trying to influence your customers buying decisions and you haven’t considered scent, then you’re missing the second most influential sense in your marketing campaign.
75% of emotions are triggered by scent. Humans are emotional – whether you admit it or not, decisions are made based on your emotions.
The olfactory system, responsible for your sense of smell, is directly linked to the brain’s limbic system, which governs emotions and memory. This connection explains why certain smells can evoke powerful memories and feelings.
You are 100 times more likely to remember a product, place or person when it is associated with a specific smell.
Have you ever smelt something and been transported straight back to where you originally smelt it?
Or can you remember the specific smell of a place? – like a school dinner hall (unpleasant) or the smell when you step out of the airport on holiday. (pleasant.)
The power of scent is real, and you will increase brand recognition by adding fragrance.
When customers walk through your doors and say ‘it smells so nice in here!’ – you’ve managed to make them feel welcome and relaxed. If their first impression is positive, then they’re more likely to linger for longer and ultimately purchase something.
First impressions are key, but lasting impressions are the ones that count.
With a brand signature scent, your customers will recognise your brand wherever they go. Recognition, trust, good experiences and positive memories – these all belong in the ‘pros’ list for scent marketing your space.
As the retail landscape continues to evolve, those who harness the power of scent will likely stand out in a crowded and competitive marketplace.
How to implement scent
There are a few key steps to ensure your scent marketing campaign is successful.
Fragrance choice – you need a fragrance that embodies your brand overall, that links with your visuals and auditory marketing. Working with a dedicated scent specialist will ensure that the aroma is perfectly suited.
Scent diffusion placement – working with professional technical engineers that understand scent diffusion will ensure that full coverage of your space is achieved.
Assess, analyse and apply – you need to analyse the impact of your scent marketing campaign, gather feedback from your consumers, provide feedback to your scent specialists and apply any changes. When you work with committed scent specialists they will gather this feedback with regular maintenance checks.
Whether you’re in the process of adding fragrance to your space or you’re just starting to think about it, research is key – visit some stores that do have a fragrance and see how it makes you feel when you walk in….we guarantee you won’t leave because it smells nice.
Scentworks Solutions Ltd