What you need to know about scent marketing
Smell is the most powerful of all the senses that is directly connected to the limbic system – the areas that the brain processes emotion and memory – which probably explains why scent marketing creates memories that are persistent and ingrained.
Scents have captured the attention of many, who have gone great lengths to use scent marketing as a tool to establish brand loyalty.
What is scent marketing?
In today’s competitive business battlefront, brands are using scent marketing to connect with consumers on an emotional level, resulting in deeper, long-lasting connections and memorable experiences.
However, scent marketing means more than merely diffusing a pleasant fragrance in an environment. It is the art of creating an iconic scent that embraces a brand’s identity and marketing messages that customers can associate with the brand.
When done effectively, scents can offer a wealth of benefits from attracting new customers, increasing sales, raising brand awareness as well as improving customer satisfaction.
The science behind scent marketing
Scents may trigger instincts but much of the work involves science, with a little work done right by brands and businesses. Scent receptors in the nose is connected directly to the hippocampus and amygdala. Smell can prompt a particular memory or feeling.
What’s more remarkable is that humans can recognise about 10,000 different odours and even recall smells with 65% accuracy.
How businesses use scent marketing
There are case studies that demonstrate why retailers are investing heavily in scent marketing. Fortunately for businesses, there are several statistics to testify to its benefits.
In a study, Nike found that scent marketing increased intent to purchase by as much as 80%. Research illustrates scents can persuade customers to stay in retail stores longer to browse more.
How you can use scent to your advantage
With its experiential and elevated brand reinforcement, businesses are growing to complement and integrate scent marketing. This forms part of their overall long-term branding campaign, therefore optimising the marketing strategy holistically. In conclusion, scenting helps to enhance the business health and elevates customer experience.
There are well-known retail malls and hotels who own their signature and iconic scents. Guests and shoppers can associate this premium scenting with them right away!
Get in touch with us today to learn more about scent marketing and its impact on the business. Request for a complimentary trial by calling us at 243 0309 or WhatsApp us at 7297131.
This article was first published on 25 December 2021 in our Weekly E-Paper issue 173 |
THE BRUNEIAN | BANDAR SERI BEGAWAN
