The Power of Scent

Thanks to post-covid times, the innovations in the positioning of fragrance as a tool for escapism and extension of self expression has never been so prominent.

History

Throughout recorded history, scent has been consistently used for many ways in all corners of the world. From ancient Japan, where clocks were burnt hourly with a different incense fragrance to Roman pets and Greek athletes who were anointed with fragrant oils. During the roaring 1920s in Paris, cigarettes for women were sprayed with a blend of jasmine, peach, rose, cedar and other scents to make them more alluring and sensual.

What is Scent Marketing?

Scent Marketing is the study, analysis, determination and application of the specific scent which highlights the deep meaning and values carried by a brand to create a positive and memorable experience for customers in order to influence their purchasing decisions.

Fast forward to modern times, when scent marketing is applied to shoppers’ habits, it has been found that the way a business smells when combined with the ‘right’ lighting and music could entice shoppers to spend more money. According to a recent study undertaken, it’s reported that as humans, our sense of smell directly affects 75% of our daily emotions, moods and desires.

With an already over-stimulated consumer market, brands have resorted to using “scent marketing” to captivate consumers’ attention and desire... literally. When you think back to your shopping experiences, have you ever paused by a store because you caught a whiff of a scent that gave you a pleasant memory.

The power of scent

Sensory marketing is powerful, when implemented seamlessly, the association of aromas and emotions have long offered people nostalgia. A study conducted by ThoughtCo showed that aromas of lavender, basil, cinnamon,

and citrus are relaxing whereas, peppermint, thyme and rosemary are invigorating. To stir up romantic feelings, ginger, cardamom, liquorice and chocolate are among the top selection and rose generates positivity and happiness.

How does it apply to brand marketing?

To define it simply, it’s the strategic usage of fragrance at specific customer touchpoints. The right scent can allow your brand to create an instant emotional connection with the customer, enhancing the whole shopping experience for them, memorable and meaningful. The method is both aggressive yet, ever so subtle. The aggressiveness of it allows businesses to reach shoppers beyond the confines of their shop since scent travels through open air and it’s subtle in the sense that most consumers don’t consciously realise that the scent they are smelling is intentional rather than coincidental.

How are businesses applying Scent Marketing?

As online retailers continue to dominate sales, scent marketing has in recent years been a popular way for brick-and-mortar stores to revolutionise customers’ shopping experiences. The strategy is used to trigger certain emotions in shoppers, encouraging them ever so subtly to spend more time in their stores with hopes of offering them a positive shopping experience that leaves them returning for more.

Why is scent marketing so powerful?

The sense of smell is directly linked to our limbic system, which has the power to unlock a series of evocations and memories associated with the fragrance. It allows us to make a link between the aroma and our perception of a brand, which strengthens our emotional relationship with the company and its products. This means that it's an unconscious habit thus, the associations we make are rapid and out of our control.

The science of scent marketing and scent branding has advanced to the point where companies can be very specific about the desired reaction that they are looking for. If a brand wants to be perceived as high-end, then they will opt to use the smell of leather and wood. Key examples will be luxury car brands; Mercedes-Benz and Rolls Royce are known to use these scents to perfume their cars and throughout its shops (including repair stations) to subliminally influence potential buyers.

Which brands are using this method?

A wide range, from small brands to global household names have been known to use ‘Scent Marketing’ in their strategy which have garnered some impressive results. A study showed that Nike’s customers’ intent to purchase was increased by up to 84%, even casinos have reported that gamblers put 45% more coins into slot machines when the area where they are sat has been artificially scented.

Resorting to creative ideas

An experience carried out in Korea by Dunkin’ Donuts showed an increase in visits to their stores by 16% and coffee consumption by 29% when commuter buses in the city were installed with devices that released the aroma of fresh coffee whenever in conjunction to whenever the Dunkin’ Donuts jingle played on the radio. By the end of the jingle, buses would normally be at a close proximity to a Dunkin’ Donuts store.

Even airlines are utilizing scent in their branding, Singapore Airlines uses the scent of lotus flowers and bamboo forests on their hot towels which are handed to passengers prior to take-off. Their flight attendants on board are also asked to wear this scent so it is coherent to the airline's perceived image.

The psychology of popcorn

You might have heard of this classic example of just how scent marketing dominated the cinema experience. When people walk into the cinema, the first thing they notice is the smell of popcorn, this is most definitely not an accident. Statistics have shown that the majority of profits that a cinema makes is from the concessions sold, not the cinema tickets. This scent association is there to remind the movie fanatics to treat themselves.

Conclusion

As the industry continues to grow, it’s evident that the power of scent is here to stay. Businesses can look forward to discovering new and innovative methods for scent branding and creating unforgettable customer experiences. So make sure you’re one step ahead of the competition and get started with your own scent marketing strategy today for 2024.