Why Use Scent Marketing

Scent marketing has become a tool retailers are using to give themselves the edge. By diffusing a perfectly selected fragrance, create the ideal atmosphere for customers and employees, positively influencing how they perceive your brand.

There are certain scents — warm cookies, fresh-cut grass, salty air — that evoke powerful memories and can alternately make someone feel cozy and content, energized or just plain happy. It was only a matter of time until someone bottled that up and sought to connect scents with sales. You can walk into a beautifully designed space, and it’s rendered meaningless if there’s a bad smell or an absent smell.”

While the roots for scent marketing lie in odor control — think smoky casinos and medicinal doctor’s offices — industries as varied as retail, hospitality, auto dealers and financial services are now looking to scent as a way to better define their brands.

Smells are more quickly and strongly associated with memories than visual or auditory cues, because smell is the only sense directly connected to the brain’s limbic system, which houses emotions and memories, according to scent experts.

A study done in 2013 by the Global Journal of Commerce and Management Perspective said that ambient scent has the strongest impact when it comes to enhancing consumer behavior in terms of emotion, evaluation, willingness to return to a store and purchase intention.

 

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