Smell may be the most powerful and emotional of all the senses. In fact, the response to scent is so strong that it can alter moods, increase productivity and improve concentration, motivation and creativity. Our sense of smell is believed to affect up to 75% of our daily emotions and even subtle, almost imperceptible scents can have a profound impact on how we feel. Which brings us to the importance of scent marketing and why all businesses should be using it to their advantage.
So what is scent marketing?
Scent marketing is the latest frontier in an advertising landscape that has nearly exhausted the possibilities of auditory and visual marketing. More than 80% of all commercial communication is focused on visual appeal, however, what we hear and smell is significantly more influential in our moods and emotions than any other sense. Scent marketing is the practice of infusing certain smells into an environment to help set a mood or create a positive impression. By using scent, brands are able to connect with consumers on a deeper emotional level, resulting in a more memorable experience and helping to build brand loyalty.
Research has shown that smells can profoundly affect mood and influence decision-making. Whether it’s to increase impulse spending or driving more future sales, scent can forge unique, positive associations with a product, service or place of business.
Is it a new idea?
Scent can help to attract new customers, increase sales, heighten value perception, and expand brand recognition and customer satisfaction. And it’s not a new concept either. The practice of using scents to invoke positive reactions has been around for decades. Creative real estate agents have been suggesting fresh flowers and fresh baked goods in the oven for open house inspections for as long as I can remember, and how often have you been drawn into a store by a smell that you find irresistible? What about the feeling you get from that “new car” smell? We may not have realised scent marketing was happening but it’s all around us and those businesses that do it effectively will be reaping the benefits for years to come.
So how can scents help your business?
In today’s competitive business environment creating memorable experiences and emotional connections with consumers is critical. Distinctive, carefully considered smells can heighten value perception and expand brand recognition. It has been found that scent marketing can increase retail store sales by 11% and also boost customer satisfaction scores by 20%.
Studies have revealed that visual recall of images sinks to about 50% after only three months. Yet, we can recall smells with 65% accuracy after a whole year. This is because smell is the sense most linked to memory. 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. Some businesses now consider scents an integral part of their overall image, along with colour, logos and style.
So the next time you find yourself lingering a little longer, enjoying the environment around you for no real reason, or get a sudden urge to enter a shop you are passing, take a deep breath through your nose and decide if you’ve been influenced by scent marketing.