Scent marketing, also referred to as scent memory, aroma or smell marketing is using fragrance for commercial or marketing purposes. By using scent, businesses are able to form emotional connections with consumers, resulting in brand loyalty and encouraging customers to spend more time within retail environments, hotels, offices, or any commercial space.
Other major brands such as Dunkin’ Donuts saw a spike in visitors in their stores by 16% near bus routes where they installed coffee aroma atomizers. Nike also found that their scent marketing strategies increased intent to purchase by a massive 80 per cent.
Heathrow Airport has created a ‘scent globe’ in Terminal 2 that allows customers to experience ambient scenting from around the world. Whether that’s the tobacco, jasmine and coffee fragrance of Brazil, or the lemongrass, ginger and coconut scent of Thailand, the globe certainly makes for a unique customer experience.
According to research, our sense of smell affects about 75% of our daily emotions and is heavily linked to memory.
Unlike our other senses, our sense of smell is processed slightly differently, through the limbic system. The limbic system is the part of the brain that’s in charge of our perceptions, emotions and memories.
Amazingly, humans have over one thousand odour receptors within their olfactory system, meaning we can identify over 10,000 individual scents. Scent marketing is, therefore, able to create the desired reaction from the consumer by imprinting a bespoke and pleasant smell into the customers’ emotional core and scent memory.