Why is scent marketing important?

Scents have the power to elicit emotions, and emotions commit moments to become memories. Scents can also help to drive footfall by encouraging customers to enter a space in the first place or to dwell longer in an area with a pleasant smell. Given that around 75% of daily emotions are influenced by scent, the role of scent marketing can be used as a strategic marketing tool to drive in-store sales in a very competitive environment. Communicates value and drives sales: Research has shown that by creating an in-store experience that elicits an emotive atmosphere, customers can and will spend more time and money in-store. A Washington State University study in 2012 found that shoppers in a scented shopping mall spent an average of 20% more. Builds brand loyalty and image: Scenting contributes to the overall atmosphere and experience in your business. A pleasant and carefully chosen fragrance can help to connect with consumers on a deeper emotional level, resulting in a more memorable experience. Scent can attract new customers, heighten value perception, and expand brand recognition and customer satisfaction. This is done by linking the “Scent” to your “Brand”. The inclusion of the right scent within your store establishes a noticeable and enduring connection. This can effectively help to communicate your brand identity. Creates a link between memory and emotion: People often relate a scent to a memory. Memorable scents can cause your customers to remember your brand.

Scent touches our emotions, helps customers build connections with brands, and can even make people perceive brands as higher end. Businesses looking to attract and retain customers find that decorating with scent is just as important as decorating for the eyes. First impressions matter, not just for the eyes but also for the nose. You subconsciously made judgments about the safety, cleanliness, and quality of the hotel. Emotions stirred within you that impact your experience for the remainder of your stay. Decorating with scent allows a business to create a sensory appeal that connects consumers to their brand. Ambient scenting should be part of the customer experience strategy of any business looking to differentiate itself from its competitors. Scent Generates Most of Our Emotions. People remember smells with a 65% accuracy after a year.

Scent can trigger instant emotional connections with customers, thus being very effective in boosting sales. Customers tend to perceive a scented space as being of better quality. Scent helps create memorable experiences and associations in people’s minds. Research shows at least 63% of consumers have chosen one store/brand over another due to a stores pleasant scent. Scent sets a lasting first impression that connects emotionally on deeper levels with your customers from the second they walk through your door. In fact, 82% of consumers spend more time in a place that was pleasantly scented. The right scent can encourage customers to interact with your product longer. Research indicates a 40% improvement in mood when exposed to a pleasant scent, resulting in happier customers. People are 100x more likely to remember what they smell vs what they see, hear or touch. Pleasant scents can help your customers feel relaxed, happy and ready to do business.