Harnessing the power of Scent Marketing

Explaining the basics

What is Scent Marketing?

Scent marketing is a form of sensory marketing that targets a shopper’s sense of smell to create a memorable and pleasant shopping experience. It involves diffusing strategically chosen scents at different locations in a store to increase sales and brand loyalty.

By introducing specific scents in a physical space, businesses can create a more pleasant and inviting environment that aligns with their brand message. Scents also have a unique ability to evoke emotions and memories.

Studies have shown that certain scents can influence customer behaviour, such as increasing the time spent in a store, boosting people’s moods, and encouraging impulse purchases.

Companies often use a signature scent that becomes part of their brand identity. This helps create a memorable experience, making it more likely for customers to recall the brand in the future.

What to focus on

Scent Marketing strategy

A scent marketing strategy involves the strategic use of carefully selected fragrances at different points of customer interaction. The right scent at the right moment can establish a noticeable and enduring connection with customers. It adds to the brand identity and improves the customer experience. There are many different types of scent marketing strategies, including:

Ambient scenting

Ambient scenting is a form of scent marketing in which scent is distributed throughout a space, adding to the general experience of a retail store or business. A great ambient scent enhances the brand identity. By using a signature scent that invokes a positive feeling, we can build emotional connections with the customer.

For example, the scent that’s being distributed might make the customer feel relaxed, or safe. This builds trust and influences customers to spend more time in your business.

Thematic scenting

When creating a themed experience, a distinct scent may be more important than you think. Imagine a bakery, which naturally smells like bread that came straight from the oven. It smells good, and it might get the customer’s emotions going already. But the customer came to get bread anyway, ignoring all of the nice pastries the bakery has to offer. By spreading the scent of fresh cinnamon rolls, the bakery might influence the customer to have a look at their sweet treats as well, increasing sales and improving the in store experience.

Scented product displays

Scent is also a great way to convince potential customers to purchase a certain product. A dedicated product display inside a store catches attention visually, as it stands out from the rest of the shelves. Often, a demo version of the product can also be interacted with, allowing customers to use their sense of touch to determine whether the product is suited for them or not. By adding a pleasant smell to the product display, we can polish the experience and increase retail store sales.

Who's it for?

Scent Marketing applications

Scent marketing can be leveraged in various industries, including retail, hospitality and other businesses.

Retail stores

A well-known example of scent marketing is Abercrombie & Fitch’s use of perfume in their stores. They used their own scent, Fierce, which grew to become an iconic part of the brand’s identity. Part of the reason for this is that every store smelled the same, and no other store smelled like Fierce. The strong, distinctive scent was immediately recognisable and became a hallmark of the shopping experience at Abercrombie & Fitch.

Many female-oriented fashion boutiques also use a floral scent like jasmine, rose, or lily in order to create a light atmosphere that complements the shopping experience.

Hotels and hospitality

Hotels often use scents in their lobbies, rooms, and common areas to create a welcoming and relaxing environment. For instance, luxury hotels might use soothing lavender or vanilla scents to promote relaxation. Some hotels even have their own line of scents that customers can purchase and bring home, further expanding the reach of their scent marketing campaign.

Airlines

The stale air flowing out of the airplane vents is never a pleasant experience. Many airlines nowadays have realised this and are using scent marketing to improve their customer journey. The use of carefully selected, distinctive smells increases their brand recognition by creating memorable experiences.

Spas and wellness centers

Many high-end spas use a specific blend of essential oils as a signature scent, making the experience more memorable and unique to their brand.

Gyms and fitness centers

Fitness centers use fresh and invigorating scents like citrus or eucalyptus to create an environment that feels clean and energising. Scents like peppermint and citrus can be used to energise and motivate members, enhancing their workout experience.

Automotive industry

Car dealerships use scents to create a “new car” smell, even in used vehicles, enhancing the experience and increasing the perceived value of the car. Luxury car brands might even use subtle scents in their showrooms to enhance the perception of comfort and luxury, such as leather or woody scents.

Real estate

Real estate agents use scent marketing during open houses. Pleasant smells like freshly baked cookies or fresh linen can make a home feel more inviting and lived-in, potentially influencing buyer decisions. Scent marketing can help mask any lingering odours in properties, especially older homes or newly renovated spaces, making them more appealing to potential buyers.