Sensory marketing has slowly transformed into an important role to drive business revenue. This is because sight, sound and touch are a great way to stimulate the senses, and smell is the most powerful of our five senses as research has shown that 75% of the emotions we generate on a daily basis are affected by smell. Scent marketing is able to speak for your brand, turning branding opportunity to loyalty and best yet, to distinguish your brand from others.
Let’s take a look at the tangible benefits:
Footfall is the most basic, crucial element for any retailer and intrinsically linked to driving sales. With competition in retail at an all-time high, there has never been a better time to boost it. Our independent research has shown that 74% of consumers have been drawn into a store because of inviting fragrances, making scent marketing a must for professional retailers.
Increase dwell time
Enhancing wellbeing and comfort levels will encourage more time spent in store and a better likelihood of making a purchase. How long a customer stays in a store is directly related to the money they spend and while common tactics include adjusting the store layout to fit consumer habits and creating well-designed interiors, the power of scent should be considered alongside these. Studies have shown that 55% of consumers will speed up their shopping if met with a smell they don’t like whereas in a pleasantly scented stores, consumers tend to increase their dwell time up to 40% longer.
Improve customer perceptions
Creating an atmosphere with a luxurious scent makes customers are more likely to associate positivity with your brand. When questioned about their favourite store, 42% of consumers our study stated that what they liked most about it was the atmosphere and ambience. Evidence from various studies suggests that scent is a much more powerful driver of our perception and behaviour than we think, and that therefore, it is likely that scent plays a large role in helping us shape our store preferences.
Improve customer loyalty
Scent branding has the potential to drive brand affiliation and increase brand loyalty. Signature scents are easily recalled, strengthening emotional connections. 73% of consumers have admitted to having a feeling or a memory instantaneously triggered by a smell. While pleasant smells can increase the sense of well-being and relaxation, truly recognisable scents can trigger an emotional reaction and ultimately, better engagement.
According to Martin Lindstrom, brand building expert and author of Buyology, building a stronger emotional association between customer and brand through multisensory marketing directly translates to higher prices consumers are willing to pay.
We can help you with the right scent marketing strategy for your retail space. For more information on our scent marketing solutions, do visit our Premium Scenting page or you may also contact us at 02 290 8500 to find out how scenting can help make a real difference to your business.