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What are the best ways to use scent marketing in your in-store strategy?

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Scent marketing is the strategic use of aromas to create a memorable and positive association with your brand, products, and services. It can influence customers' mood, behavior, and purchase decisions, as well as enhance your brand identity and differentiation. But how can you use scent marketing effectively in your in-store strategy? Here are some best practices to consider.

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1 Know your target audience

Different scents can evoke different emotions and reactions in different people, depending on their age, gender, culture, and preferences. For example, some people may find vanilla soothing, while others may find it boring or too sweet. Therefore, you need to research your target audience and understand what scents appeal to them, match their expectations, and align with your brand personality. You can also segment your audience by location, occasion, or season, and use scents accordingly.

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Keri Jaehnig

Award-Winning Online Marketer ★ Social Media Strategist ★ Social Media Consultant ★ Executive Content Creator ★ International Speaker ★ Do you want to LEAD your industry?
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Knowing your target audience when implementing an in-store scent marketing strategy is essential. Once you understand their needs, wants and preferences, this is a relatively easy one to win. For example, if you run a salon and day spa, you would use fragrance differently in each part of your operation. In the salon, slight aromas might be used at individual stylist stations if they cater to specific genders or cultures. The easy one: For men, woodsy or musk scents; For women, florals would be more appealing. In the spa, your goal is to be soothing and relaxing. Lavender or jasmine in the lobby. Ylang-ylang or cedarwood in the massage rooms. On the other hand, if you run a mechanic garage, your scent profile would be vastly different!

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2 Choose the right scent intensity and diffusion

The intensity and diffusion of your scent can affect how customers perceive your store and products. If the scent is too strong or too weak, it can be annoying or unnoticed, respectively. If the scent is too localized or too dispersed, it can be confusing or inconsistent, respectively. Therefore, you need to balance the intensity and diffusion of your scent according to the size, layout, and ventilation of your store, as well as the type and quality of your scent delivery system. You can also vary the intensity and diffusion of your scent depending on the time of day, the traffic, and the mood you want to create.

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Keri Jaehnig

Award-Winning Online Marketer ★ Social Media Strategist ★ Social Media Consultant ★ Executive Content Creator ★ International Speaker ★ Do you want to LEAD your industry?
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In-store scent marketing strategy is fun, yet you can easily screw this up. No one likes an over-powering aroma! Before fully launching your plan, ask a few trusted customers what they think of your intensity and diffusion. Once you've done that, you're good to go. Consider a couple of scenarios of where to start: If you run a bakery or coffee shop, if you are in a plaza or mall, you already have a captive audience. Open the door when possible, to let passersby smell your fresh baked goods. Even better: Try to pipe your ovens out just over your door for ultimate customer enticement. A kitchenware shop should have something cooking or baking in the center of the store so customers need to walk by your awesome cookware before sampling.

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3 Create a scent signature

A scent signature is a unique and distinctive aroma that represents your brand and makes it stand out from your competitors. It can help you build customer loyalty, recognition, and trust, as well as enhance your brand image and value. To create a scent signature, you need to choose a scent that reflects your brand story, values, and attributes, and that is consistent with your visual, auditory, and tactile elements. You can also customize your scent signature by adding or subtracting notes, or by combining different scents for different products or sections.

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4 Test and measure your scent marketing results

Like any other marketing strategy, you need to test and measure the effectiveness of your scent marketing in your in-store strategy. You can use various methods to collect feedback from your customers, such as surveys, interviews, focus groups, or observation. You can also use quantitative metrics to track the impact of your scent marketing on your sales, traffic, dwell time, repeat visits, or referrals. You can then use this data to analyze and optimize your scent marketing strategy, and to identify the best practices and opportunities for improvement.

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5 Follow the ethical and legal guidelines

Scent marketing can be a powerful and persuasive tool, but it can also raise some ethical and legal concerns. Some customers may feel manipulated, deceived, or invaded by your scent marketing, especially if they are unaware of it or have allergies or sensitivities to certain scents. Therefore, you need to follow the ethical and legal guidelines for scent marketing in your country or region, and respect your customers' rights and preferences. You can also be transparent and honest about your scent marketing, and educate your customers about its benefits and purpose.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Keri Jaehnig

Award-Winning Online Marketer ★ Social Media Strategist ★ Social Media Consultant ★ Executive Content Creator ★ International Speaker ★ Do you want to LEAD your industry?
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An in-store scent marketing strategy must consider how they will use fragrance -- especially location in the store. A layered effect is optimal. If you can entice potential customers with a delicious aroma outside your doors that leads customers in, that is perfect. Once they are in the door, you should be encouraging them to walk as far back into the store as possible so they can see and choose multiple products. Ikea are masters! You have to walk all the way through their store to reach their best-selling products. Further, they actually sell more from their point-of-sale bins than they do from the floor. Smell that? Meatballs are strategically placed in their restaurant so you can eat before or after your tiring shopping experience.

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What are the best ways to use scent marketing in your in-store strategy?

1

2

3

4

5

6

1 Know your target audience

2 Choose the right scent intensity and diffusion

3 Create a scent signature

4 Test and measure your scent marketing results

5 Follow the ethical and legal guidelines

6 Here’s what else to consider

Marketing

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What are the best ways to use scent marketing in your in-store strategy?

1

2

3

4

5

6

1 Know your target audience

2 Choose the right scent intensity and diffusion

3 Create a scent signature

4 Test and measure your scent marketing results

5 Follow the ethical and legal guidelines

6 Here’s what else to consider

Marketing

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