Our sense of smell is one of our most important senses as it is directly connected to the part of our brain (hippocampus) linked to memory and emotion. This is why smelling a particular scent can instantly send us back to a childhood memory and make us instantly experience happiness.
Numerous studies have demonstrated the powerful impact that Scent may have on consumer behaviour.
Scents have an immediate and compelling effect as they are directly linked to the brains limbic system which is the part of the brain responsible for our memories and emotions. Therefore scents go beyond.our rational perception and have an ultimate impact on our emotions.
“Nothing is more memorable than a smell. One scent can be unexpected, momentary and fleeting, yet conjure up a childhood summer beside a lake in the mountains”
Aroma marketing, olefactory marketing or ambient scent marketing consists of diffusing a pleasant scent, fragrance, perfume or aroma not only to make the space smell nice but mostly to improve customer experience, increase sales, encourage guest loyalty and dwell-time and develop brand awareness.
Improve customer experience
Increase foot traffic and dwell-time
Develop loyalty and brand awareness
For a brand there are some very important factors to consider when choosing its own Signature Scent. Aroma marketing or scent marketing should be designed as the olfactory logo of a brand. The scent should match the company values, colour scheme and be directed to appeal to its particular target market.
After repeated exposures to the brand’s olfactory logo the scent diffused will become strongly associated with the brand. People will know that they are entering a particular store as soon as they step in and smell its beautiful aroma. Furthermore as scent is linked with the memory part of our brain they will remember their brand experience for a longer time that if the store was unscented.
Martin Lindstrom (a well known author and brand consultant) found that brand impact increased by 30% when more than one sense is engaged and by a whopping 70% when three senses are integrated into the brand message.
A scent marketing study by Martin Lindstrom concluded that up to 75 percent of human emotions related to memory are triggered by smells. Martin Lindstrom Studies have shown that scent marketing statistics are compelling. For example, people can remember a scent with 65% accuracy after 1 year while visual memory sinks to 50%.
A scent marketing study showed Samsung shoppers underestimated actual shopping time by 26% and visited three times more product categories when exposed to scent marketing.
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