What Is Scent Marketing?
Scent marketing is the use of a strategically chosen fragrance diffused at customer touch-points. With the right fragrance and strategy, a distinct and amiable brand identity can be communicated. Scent marketing is not just air freshening – when done right, with perfume grade ‘fine-fragrances’, it can create unique customer experiences and increase sales and brand loyalty.
Why Should You Make Your Business Smell Good?
Scent Marketing offers a myriad of benefits to your business that are backed and proven by science. Research has shown that:
- The sense of smell is the only sense directly connected to the brains’ centre for memory and emotions – customers are 100x more likely to remember something they smell.
- Scent communicates value and drives sales – 59% of customers would spend more money in a store that smells good.
- Scenting creates a cohesive brand image – people can relate a scent to a memory with 65% accuracy within 12 months.
How To Make Your Business Smell Good?
There are two main types of scent marketing strategies: scent branding and ambient scenting.
Scent branding involves the creation of a bespoke scent that is associated with your brand, helping you create a stronger connection with your customers and forming a part of your brand identity. Scent marketing allows you access to under-utilised customer touch-points and is a unique way to make your brand stand out in a crowded marketplace. By tapping on the power of scent, you can keep your brand top of mind and bring it to a new level of familiarity with customers. Using perfume grade fine-fragrance, exotic and high grade ingredients communicate the uniqueness and essence of your brand.
Ambient scenting is the introduction of a pleasing scent to enhance the customer experience. Scent affects mood and can be a powerful tool to manage customer touchpoints and create a welcoming atmosphere that builds trust and makes customers want to return.
Here are some examples of how different scents can influence customers differently:
- Floral: encourages buyers to linger and browse more. Typically used in retail spaces.
- Leather: evokes a feeling of opulence. Recommended for luxury brands.
- Fresh linen: crisp and clean. Great for hotel rooms and fitness facilities.
- Lavender: promotes relaxation. Typically used in salons and spas.
- Lemongrass: invigorating and energising. Great for hotels and restrooms.