With the increasing competitiveness of modern stores, retailers are making more and more efforts to create unique and irreplaceable impressions for people. According to statistics, a certain part of them opts for the surrounding smell, which is an invariable companion of retail or service industry.
These scents are not related to the signature scent of a company or brand. They are used to improve the impression of a store visitor. For example, the scent of lavender relaxes a person, a bouquet of floral ambience makes him linger longer in a certain place.
Rutgers University conducted two studies to determine how ambient odor affects memory for branded products. Even earlier, Nice conducted a relevant study, the results of which were shocking.
It showed that consumers were 84% more likely to buy shoes in scented environments than in non-scented environments, and were willing to pay 10-20% more for scented environments when purchasing products they needed first.
Ambient scent is considered the chinese overseas america data package simplest and most accessible example of scent marketing for small businesses. It is not as noticeable as scented billboards, and it does not necessarily have to be tied to a specific company or brand. Some retailers may use only one scent throughout the entire retail space, while others may use specific ones in different departments.
Scent Marketing Tactics
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Common ambient odors include:
flowers that make customers want to stay in the store longer;
leather, as this scent is associated with luxury and wealth;
fresh linen, giving a feeling of freshness and cleanliness;
lavender, which has a relaxing effect;
Vanilla is used to improve mood.
It is imperative to control the surrounding odors. For this, you will need a tool such as a diffuser. Only in this case can you adjust the intensity of the odors so that they attract customers, and not scare them away.
Thematic flavoring
The pinnacle of aroma marketing is thematic scents. They are used to complement the mood or as decoration of an exhibit. The essence of the phenomenon is that the scent should correspond to the nature of the environment, for example, like the aroma of popcorn in movie theaters. There is a pattern that buyers spend most of their time in places where the scent is present.
Samsung conducted a study that showed that buyers underestimate the time they spend shopping by 26% , as when introduced to themed scents they buy three times more products than when they buy regular ones.
Thematic scenting involves choosing a scent that will complement the product in a specific area of the store. For example, some retail outlets use coconut scent in a swimwear and accessories boutique, or baby powder in the baby clothing department. The context of use is crucial in the area of themed scents. According to psychologists, written labels, auditory cues, and visual contact can influence aroma marketing. If the scent does not match the product, its group, or the environment, then instead of attracting customers, the opposite effect will occur.
Signature scents
A signature scent involves developing and creating a unique scent for a specific brand. It conveys unique sensations to customers and is also used as an advertising board for fragrances, a bouquet in a sales area. This is a very expensive undertaking both in terms of finance and time, so it is not very suitable for small businesses.
Retailers who can afford it choose signature scents based on a combination of certain smells that evoke positive emotions or memories associated with their product. Large companies planning to use signature odorants work with perfume companies or strategists to develop their scent. If budget does not allow, you can experiment with choosing different scent combinations yourself. It is important that the scent used reflects the products, the store, the brand itself, and this will be your distinguishing feature.
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