As humans, we smell 20,000 times per day. Duftmarketing für den Einzelhandel is our oldest and most evolved sense and it plays a major role in the emotions we experience and memories we create. Using scent in the right way can attract and convert customers, increase sales, and make your business unforgettable.
Scent Marketing for Retail
In addition to the physical environment, the smell of your place is the first thing a customer encounters and subconsciously evaluates. The smell of stale air in a hotel room, the unpleasant odours of incontinence care, musty smelling departments and changing rooms in gyms, hospitals or schools, as well as body odours from a sauna or sweaty workout can all deter customers from making a positive connection with your brand.
Scent marketing uses different aromas to elicit an emotion in the customer and draw them closer to your business. For example, spas use calming scents such as lavender and chamomile to encourage customers to spend more time in the establishment. Retail stores use lively scents such as citrus and pine to inspire shoppers to make purchases. Restaurants use appetising scents such as cinnamon and vanilla to entice consumers.
Studies have shown that the olfactory system connects with our emotions and memory and can influence our buying behaviour. This is why some companies hire ‘olfactory branding specialists’ to curate specific concoctions that match their location and audience. For instance, a hotel in the center of a busy city with many business travellers may prioritize a more energising scent such as eucalyptus while a small mountain retreat catering to yoga enthusiasts would probably opt for a more calming scent like lavender.
