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How can you tell that we are in fall? Is it because of the browning leaves or the chilly weather? Or is it because of the amazing smell of pumpkin spice everywhere you go? Smells and flavorings evoke a type of emotion that can be linked to seasons and feelings about those seasons. Customers usually don’t think about what attracts them to a certain store but whilst they are starting to search for Christmas presents or picking out a new fall wardrobe, the aromas of scent marketing can subconsciously trigger memories in their brains which will most likely lead them into a store they never intended to go in.
Around $300 million is contributed towards the scent marketing industry, worldwide every year and this number is expected to increase over the next 10 years. This boils down to the fact that scent is meant to be our emotional sense and because scents are connected to our feelings, leading to the magic of marketing with scent.
Fall scents can be used in a range of locations including retail stores, cafes, malls, hotels and more to create a connection with customers. Retail stores can use scent marketing to create an unforgettable experience that connects with the shoppers on a deeper level than just visually, which will make them want to stay in that area for longer and encourage them to make purchases. It can also help boost sales by up to 80% in major retail shops in a recent study.
A recent study shows that people can connect a memory and a scent together with 65% accuracy within a year from when they first smelt it. This means that if a customer smells a new scent in a location, they will be able to relate that smell directly back to the brand when they smell it again, creating an experience for the customer.
Fall is one of the best scents to market for seasons because it is so recognisable and is almost always associated to good, comforting memories for the customer. Below is a list of scents that accurately represent fall.
Pumpkin spiced latte – a combination of clove, warm apple, spicy cinnamon, nutmeg and pumpkin create the most recognisable autumnal scent. This fragrance is closely associated with childhood, Halloween and spending time with family and friends. Pumpkin is actually particularly favoured by men. Knowing this, lots of male clothing retail stores use this scent in marketing to men in fall.
Gingerbread – a warming mixture of vanilla, clove and spicy cinnamon creates a very familiar fragrance that can be extended through to the Christmas holidays. Again, this scent evokes really powerful memories of childhood and the joy that comes along with the autumn/winter months.
Nutty and warm – vanilla, caramel, cinnamon and clove form a spicy and sweet combination which is cosy and familiar to everyone. This scent provokes the mood to shop in female customers so it great around the autumnal months.
Sandalwood – sandalwood is one of the most widely acclaimed scents and most commonly used as a base among perfumes. It is a mixture of sweet, creamy and warm notes that is instantly recognisable and can easily be related to memories. Sandalwood is usually paired with other warm and woody scents, making it perfect to use for scent marketing throughout fall.
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