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Though not a standard marketing method, using the sense of smell is a highly effective way for brands to improve the environment of stores and create lasting associations with their products and services, influencing purchase intent, brand loyalty and customer experience. Smell provides an accurate level of recall and scent is used by marketers as part of a multi-sensory experience to subconsciously condition a desired mood, behaviour or memory:
Although the scents listed may inspire a general response, every individual will have a different memory attached to a particular smell, meaning that what some people find pleasant, others will find has the opposite effect. So, when selecting a scent to enhance your marketing efforts, it’s best to opt for a subtle smell that won’t overwhelm your target audience or the environment, but one that will blend in to create a better experience of your brand.
The smell of peppermint has been associated with boosting cognitive functions, including memory and alertness.
These scents are used to promote a relaxing, pleasant and soothing environment.
Talcum powder is used to stimulate feelings of safety, security and nostalgia.
These less subtle scents have a more traditional association, and as such are used for business meetings and functions. They’re used to help create a more luxury, expensive appeal for brands, however they’re particularly prominent for use in furniture stores to enhance the impression of quality.
The smell of bread, apple pies or other baked goods can be extremely compelling. It’s used in places such as estate agents, to influence people looking to buy a home.
Unlike scents like the smell of smoke which make a room seem smaller, fragrances such as apple and cucumber can make people perceive a room as bigger.
Although floral scents can be too overpowering, research suggests that subtle floral, as well as citrus scents, entice customers to spend longer browsing and spend more money. Hotels often use a rose scent for weddings or uplifting citrus and fruity scents for parties.
Scents including lemongrass and grapefruit can help to energise people and they’re especially used in gyms. Gyms also use incorporate scents of white tea, fig and eucalyptus to motivate and inspire.
