One of the biggest legacies of the pandemic is, of course, the increase in online business activity. During the healthcare crisis, people had no option but to buy their wares on the internet and, although bricks and mortar stores are open once again, this predilection for online shopping is still very much in evidence.
As such, brands need to ensure that they maintain a robust digital presence and are easy to find online, so that customers can come to them at their will and are able to find what they’re looking for quickly and efficiently.
However, this isn’t to say that the in-person retail experience has died a death, never to be resurrected. In fact, quite the opposite is true. Consumers these days require an awful lot more from brands than they ever have in the past – and the in-store experience has actually never been more important.
Experiential marketing is key for business in the 21st century and your bricks and mortar store represents an excellent opportunity for you to tap into this and target your markets in new, exciting and innovative ways.
There are all sorts of ways in which you can make your in-store experience memorable and intriguing, but something you might not have considered before is retail scent marketing.
The idea behind this is to appeal to people’s strong olfactory senses and create a pleasant shopping experience through the use of fragrance to encourage strong brand associations… with the aim being to increase sales, of course.
Creating an emotional connection with your customers will certainly help to drive profits your way and scent could prove particularly beneficial in this regard. There’s a strong link between memory and scent, so whenever customers smell a certain fragrance they’ll be reminded of your brand… and hopefully pop by to say hi.
Aroma billboards, ambient scenting, signature smells, thematic fragrances… there’s a lot that can be achieved. If you’d like to find out more, get in touch with us today.
