The power of scent in reclaiming consumer focus

Today's market is facing one of the biggest challenges of recent years - consumer overload. Surrounded by constant communication noise, an overabundance of visual and audio content, customers are increasingly experiencing fatigue or weariness, which often results in a decrease in brand loyalty.

In response to this problem, more and more companies are turning to sensory marketing tools, including aromamarketing, which makes it possible not only to stand out in the clutter of stimuli, but also to really improve the customer experience - from the first contact with the brand to the purchase decision.

Scent - as a subtle but strongly emotional medium - supports sales, increases brand recall, and has a positive impact on employees' mood and efficiency. How does this work in practice? When is it worth using aromamarketing and how to do it responsibly?

Suggested by Zosia Jungst, aroma marketing specialist at Make Sense Media, a company that creates scent solutions with an experience in mind, not just the “wow” effect.

Aromamarketing: a fragrance that stays in the memory

In a world where we are bombarded with dozens of images and sounds every day, our sense of smell remains an underestimated protagonist of communication. Yet it is scent - subtle, invisible - that has the extraordinary power to build emotions, memories and brand loyalty.

What is Aromamarketing?

Aromamarketing is a strategy that uses scent as a tool to influence the perception of a place, brand or product. In practice, it means the conscious introduction of scent into a space to build a specific atmosphere and influence the customer experience - often in a non-verbal but highly effective way.

How do we approach this at Make Sense Media?

We do not believe in one-size-fits-all solutions. For us, scent is a carrier of stories - emotions that are meaningful to a particular place, people and brand. That's why every collaboration starts with getting to know the context: who the customers are, what the space looks like, what emotions are supposed to dominate it.

Together, we choose or create a fragrance composition that is not only pleasing, but consistent with the brand identity. We believe that a well-chosen fragrance should not dominate - it should be a subtle but integral part of the atmosphere.

What does the research say?

Research has confirmed for years that scent has a direct impact on emotions, purchasing decisions and time spent in a place:

According to a study by Chebat & Michon (2003), the right fragrance can extend the time a customer stays in a shop by up to 15%.

Spangenberg et al. (2006) proved that scents in line with the product context (e.g. cinnamon in a bakery area) increase purchase intention.

A study by Hirsch (1995) in casinos showed an increase in revenue of 45% in areas where aromatisation was used.

Why does smell work when other stimuli fail?

Our brains are tired. Visual and auditory stimuli make us ignore adverts, scroll without reflection and filter information. Meanwhile, smell works differently - it goes straight to the limbic system, the centre of emotion and memory. It doesn't need a screen or sound.

A subtle note is enough to trigger a memory.

Aromamarketing as a strategy for a new sensibility

A well-designed fragrance is not just an add-on - it is an investment in the customer experience. It's a way to show that the space they are in has been designed with care for their wellbeing and emotions. It's also a tool for building a unique brand identity - because scent can't be copied with a single click or encapsulated in a simple graphic brief.

Importantly - aromamarketing affects not only customers, but also the team.

The introduction of fragrance can increase concentration levels, reduce stress and improve working comfort, which has a direct impact on the quality of service and atmosphere at the point of sale or service.

In a world where there is more and more talk about experience design (customer experience) and well-being (well-being), scent is becoming one of the key elements of new, more sensitive and conscious communication.

This is why it makes sense to think of aromamarketing not as an add-on, but as a strategic tool for building customer relationships - through senses, emotions and authentic experience.

Want to find out what your brand could smell like?

Let's talk.

Zosia Jungst
Head of International Business Development, Aroma Marketing Specialist