Creating an emotional connection and a memorable experience for consumers is crucial in today’s competitive business world. With an ever increasing rise in start-ups, pop-up shops, and e-commerce stores, creating a recognizable and unique brand is imperative.
Scent Marketing has become a game changer in increasing sales, heightening value perception, expanding brand recognition, and increasing customer satisfaction. This type of sensory marketing is targeted at the olfactory sense. The sense of smell is the most powerful of all the senses and is directly linked to emotions. Scent marketing allows businesses to create an emotional connection with consumers, which results in a more enjoyable and memorable experience for the customer.
Scent Marketing is more than just diffusing a fragrance in a showroom or lobby. It is the science of taking your company’s marketing message, brand identity, and target audience to create a unique fragrance that accentuates these values. Scenting has the ability to instantaneously trigger memories and even influence behavior. Combining scent and other marketing techniques can significantly amplify a customers experience and create a distinct, memorable connection with your brand.
Marketing, academic, and industry research has proven that incorporating scent significantly affects how consumers view your brand. Diffusing the correct aroma oil can subconsciously prompt customers to linger longer and have a more positive experience. The perfect scent ambiance will differentiate your brand from competitor for your clients, employees and guests, and result in happier customers, that linger longer.
Research tells us that the sense of smell affects about 75% of our daily emotions, and plays an important role in memory. The sense of smell is different from the other senses, because it is processed first by the limbic system, the same part of the brain responsible for memory, perceptions, and emotions.
It is powerful and fast because it is the only sense that goes directly to the emotional part of the brain without intervention along the way.
Behind the marketing and advertising appeal of a scent is the science. The human nose is a sensitive organ that can detect more than 350,000 different scents.It is the close connection of the olfactory gland, which registers smell, and the limbic system, that governs emotion and memories, that is said to be responsible for the power behind the sense of smell.
Olfaction, the sense of smell, is the process of receiving volatile chemicals that flow through our nostrils from the ambient air around us. Each odor has its own molecular shape, and finds a unique set of receptors within the human olfactory system.
Humans have over one thousand of these odor receptors, and can easily identify over 10,000 individual scents. Scent marketing works to create specific responses in the consumer, and scent branding can help to imprint a custom pleasant smelling scent formula into the memory directly into the consumer’s emotional centre.
The human sense of smell plays an important role in memory because scent receptors in the nose connect directly to the section of the brain responsible for memory and emotions. So powerful, in fact, the nose is believed to affect 75% of our daily emotions.
It is the close connection of the olfactory gland, which registers smell, and the limbic system, that governs emotion and memories, that is said to be responsible for the power behind the sense of smell.
The sense of smell works 24 hours a day and is the one human sense that cannot be ‘switched off.’
The human sense of smell affects 75% of daily emotions and plays an important role in memory.
The human nose is believed to be able to detect up to 350,000 chemicals. Emotion can be communicated by smell.
There are suggestions that smell can influence mood, memory, emotions, mate choice, immune system, and hormones.
Scenting does not impact on judgment and has been tested to prove that it cannot cause obsessive behavior. Academics and researchers agree that scents are effective simply because they create a mood which validates intentions.
Smell amplifies the sense of taste. Try this… if peeled pieces of apple are placed in one bowl, and peeled pieces of potato in another, and then the nostrils are held completed closed while a piece from one bowl is sampled, the two tastes are indistinguishable. That’s why a head-cold severely impacts your appetite and sense of taste
Academics and marketers have known for more than 20 years that there is a strong link between an aroma and a customer’s lasting feeling of enjoyment from that aroma. Studies show that a pleasurable scent diffused at a noticeable level can validate consumer intentions, improve workplace productivity and assist with health and medical conditions:
When the aroma of baked bread was released in a US supermarket, sales in the bakery section increased threefold. (Hirsch, 1995, International Journal of Aromatherapy).
Research in Japan is being undertaken to understand the influence scent and the use of essential oils has on the treatment of Alzheimer’s disease. (Miyazawa, 2006, Inhibition of Acetyl cholinesterase Activity by Tea Tree Oil & Constituent Terpenoids)
The diffusion of lavender during breaks at work has been found to prevent the deterioration of work performance. (Sakamoto, et al, 2006, cited at chemse.oxfordjournals.org)
An Australian university is using scents to assist in the diagnosis of several brain disorders including Alzheimer’s disease, Huntington’s disease, Parkinson’s disease, schizophrenia and obsessive – compulsive disorder.(University of Melbourne, 2006, cited at www.unimelb.edu.au
A trial undertaken in a USA casino showed that gambling revenue increased by 48% with the introduction of a pleasant aroma into a test area. The trial concluded that a noticeable scent in the air acts to enhance the mood and intention of patrons, without affecting judgment or exacerbating obsessive gambling behavior. (Hirsch, 1995, Psychology and Marketing)
In a 1989 trial, customers spent more time browsing at a jewellery counter when a scent was introduced. (Knasko, 1989, cited in The Journal of Marketing, USA)
AromaTech’s cold-air diffusion technology preserves the integrity of essential and aroma oils. Released as a micro-mist, scents are both noticeable and efficient in any sized location.
The use of cold air rather than heat diffusion ensures the natural properties of essential oils and delicate aroma oils are maintained, offering customers a consistent scent throughout the entire diffusion process.
Available as portable (Cube, AroMini, and Aroma Pro) or fixed units (Air Stream Single and Air Stream Double), the sleek design of the diffusers means they can be incorporated into any interior fit out or located out of view.
Diffusers are powered by remote control or pre-programmed for set times. Many of the units diffuse multiple scents at alternating intervals. Sourcing the highest quality oils from around the world ensures scents deliver a consistent and appealing smell without the harsh undertones that can be evident in chemical-based scents.