We’ve all heard of scent marketing and have probably encountered it at one time or another, either on a conscious or subconscious level.
But have you ever considered it for your business? If not, you could be missing a huge trick.
Many retailers and business all over the world are working hard to find the right scent for their business, hoping to entice customers and alter spending habits using scent marketing.
But how does it all work?
Once we smell something our olfactory bulb, which is located at the bottom of our brains, springs into action interpreting the smell. This process then goes on to determine whether what we have smelled is pleasant or not! The part of the brain that the olfactory bulb is located in is also responsible for our memories and emotions so we can then link smells to particular memories or feelings, which explains why when you smell a beachy fragrance, you are transported back to previous holidays, therefore, evoking happy memories.
Although our other senses can help to trigger our memories too, this process isn’t as instantaneous as it is when we smell something and this is because smell works on more of a subconscious level. This is great news for retailers and business owners as it can trigger a more impulsive reaction from buyers.
According to a story in Times Magazine, the amount of money that businesses are expected to spend on scent marketing is predicted to rise above $500 million within the next 7 – 10 years, which goes to show that a lot of businesses are taking scent marketing seriously.
The different types of Scent Marketing
There are a number of different types of scent marketing depending on the business sector and what is being sold. For example, the Aroma Billboard Smell is one that creates the boldest scented statement – think Costa Coffee and Starbucks. Both of these businesses have a scent that is so strong and attractive that the customers are consciously aware of it. Entering one of these shops will always deliver on this strong scent that customers associate with their items.
Another type of scent marketing is Thematic Smell – this is when the smell works in harmony with the type of business, such as a spa. Uses of relaxing lavender, vanilla or roses work to create an air of tranquillity and relaxation as soon as the customer sets foot into the spa, but on a less conscious level as the coffee.
The third type of scent marketing is Ambient Smells – this is a slightly more subtle smell that is used to cover and eliminate unpleasant odours or indeed, fill a void. Places such as toilets, gyms and other large open spaces often employ ambient smells for their scent marketing needs.
Finally, the fourth type of scent marketing is Signature Smells – signature smells are traditionally found in higher-end department stores or big fashion houses. Big luxurious smells such as cardamom, bergamot and nutmeg, for example, are the most sought after signature smells. These scents are linked to the brand and indeed to occasion making for a truly unique experience.
Benefits of employing Scent Marketing
There are plenty of reasons why fragrance works, and why it could work for you.
Fragrances can boost sales – a recent study carried out by Nike revealed that they could increase their customers intent to purchase by up to 80% after the introduction of scent within their stores. It has also been reported that a petrol station shop increased the sales within the store by a huge 300% after they started selling coffee, which of course gave the store a very strong scent!
The use of scent marketing has also proven to make customers more likely to linger in stores as well as helping customers to remain happy within lengthy service queues. Of course, it goes without saying that customers spending more time browsing are more likely to purchase and a pleasant and pleasing smell is more likely to see the same customers return.
Overall scent marketing is vitally important for your business whether you own a store, an office, service centre, gym or spa. With our sense of smell being instantaneous and so powerful, it is important that business owners get this huge trick right and first time!
At Vectair Systems, we offer a wide range of fragrances and delivery methods and we are sure to find one or more that is right for you, your business and your customers needs.
Our VIBE® and VIBE® PLUS dispensers offer unrivalled scent delivery using our Vibrating Mesh Technology.