The Role of Scent in the Marketing MixThe Role of Scent in the Marketing Mix
The Role of Scent in the Marketing Mix
A well-selected fragrance can influence people’s emotions, and thus have an impact on their behavior. This is why so many brands use scent as an important element of their branding strategy. When customers visit a restaurant or shop, they may not even be aware of the smell, but their brains are picking up on multiple signals, including odors, that tell them about the brand. Go here: https://zaluti.com/de/duftmarketing/
The Role of Scent in the Marketing Mix
The sense of smell is a powerful trigger, because it bypasses the brain’s reasoning center and goes directly to the limbic system, which controls emotion. This is why so many memories are associated with specific scents, and why it’s so easy for us to recall them – 65% of the time after a year compared to only 50% of visual images.
It’s also why so many companies are using scent marketing, to encourage consumer loyalty and increase sales. When a customer enters a store and is greeted with a pleasant fragrance, it creates positive associations that influence their shopping behavior. A study found that a floral scent in Nike stores increased sales, and another showed that smelling shampoo at point-of-sale could raise purchase intent by 36%.
The key to a successful scent marketing campaign is congruity. The fragrance must match the experience and environment, and work together with the other elements of the brand. For example, if the brand name is Rolls Royce, the fragrance should evoke feelings of luxury, and be used in a way that reinforces that feeling, such as having staff wear the scent or launder all in-flight towels with it.…