Scent Marketing is a highly aggressive yet subtle marketing technique that is catching on across different parts of the world with high street brands to small owner businesses and shops. Scent Marketing is a part of Sensory branding that encompasses the use of all the five senses of the body; visual, auditory, olfactory, gustative and tactile.

Olfactory marketing or Scent marketing’s definition is one of the idealistic forms of branding as it forms an associative remembrance of the brand by the use of the sense of smell. The human nose is able to identify and distinguish from over ten thousand different smells and odors and is an excellent provocative power of remembrance.

The power of smell and thus consequently Scent Marketing’s definition is largely correlated with our emotional association and recollection of memories. Scent marketing can immediately generate unions and associations between a brands smell and other memories.

Continuing research in neurological relationships and neurological marketing studies have shown that scent marketing and the olfactory power itself are responsible for triggering around seventy five percent of all emotions; and thus can help form an associative bond between the brand and customer which will in turn help boost sales.

This practice of scent marketing is widely done in the world today. Leading restaurants and startup companies will create an impactful olfactory experience. Restauranteurs, for example, sending artificial smells to the surroundings from their restaurants creating a hype of salivation and impacting the gustative sense, can thus provide that olfactory sense of marketing.

Scent Marketing has been defined as an impactful and resourceful way to market a certain product; or for attracting customers by sending out smells and odors that would trigger a positive results.

Olfactory centers of the brain form bonds and associations or deem it pleasurable and thus attract the customer to that particular shop or brand. This is an extremely creative way of sales; especially in large shopping malls where there are several shops to choose from. With competitor shops left right and center, the scent marketing definition can be rolled out to achieve higher sales by attracting customers from afar and leading them into it.

Scent marketing creates an influential calling to the emotional state, mental mood and acceptance of a certain smell and odor and in turn influences the customer’s willingness or curiosity to a particular product or store.

This type of marketing; scent marketing, is highly impactful and leads to creating a buzz in the persons mind since the sense of smell lingers on in a person’s mind and forms stronger bonds than the visual sense of recollection and memories. The sense of smell and scent marketing often creates a nostalgic association and leads to higher sales.

Scents like all other senses are essential to create a distinguished and comfortable association with the brand or product. Scent branding is catching on with retailers worldwide that are using and forming their own unique scent to boost sales and customer interest.

It is essential to make sure though that the scent is universally liked and not bad or off brand. Floral scents or vanilla and soft scents are great for feminine shops and stores, whereas harder or musk or woody scents are defiantly better for male stores and products. The scent if good will keep the customer in your store for longer and definitely boost sales by mood elevation; but it is important to control the intensity of the smell.

It may seem very easy to pick and pop a generic smell and match it with a generic diffuser, but most generic scents are so common that people don’t feel them since they are already used to them. Generic diffusers are also not a great pick since they cannot be controlled with intensity. They can keep sending off vapors of the scent and can prove to be quite strong.

With larger shops it’s perfectly advisable to use varying scents in different departments depending on the product that is being sold, however this can be a complete disaster for a small or single room store where different scents would collide and form most probably a repellent and disgusting smell that will only turn your customer away.

The three basic things that must be kept in mind while scenting a store is, what is the aroma message you want to send to your clients? Does the aroma or scent you have in mind comply with the products available in your store? And what kind of device should you use to ensure that the smell is present aromatically?

The idea behind scent branding or introducing scenting to a store is to decrease a customer’s anxiety and make them feel homey and comfortable to promote their shopping indulgence and experience. The more comfortable a customer is in your store the easier it will be for them to stay longer and consider your product. Thus boosting sales.

Scents can be of all kinds. In stores where there is limited space or too much merchandise use of scents that lessen the claustrophobic feeling and give it a light airy touch are highly recommended. The idea is to keep the customer interested and comfortable despite the size of the store. Smells that evoke a sense of open space like sea shores or woods are classified as great for relieving claustrophobia and creating a sense of openness and appeal to the customer.

Scenting and scent branding can really help increase sales a great fold and thus it is essential to associate your product or store with a naturally appealing smell that keeps your customer interested and contented

Scenting White Night

Convergence will provide White Night visitors to Arts Centre Melbourne with a sensory overload of large-scale lighting displays across the forecourt, interactive projection, olfactory excitement using locally sourced fragrances, touch pads to interact with smoke jets, air blasts and a soundtrack to add excitement and movement to the journey.

The forecourt will be bedecked with two interconnected circular structures creating a ‘hub’. Bathed with light and surround by a semi-transparent black gauze material. In true theatrical style, the gauzes will become solid with projections, and allow audiences to see in, out and through the ‘hub’.

Audiences will use their senses to navigate through a convergence of technology.

 

Retail Scent Branding

Retail Scent Branding is catching on with retailers!

Traditionally marketing was always about a visual or perhaps auditory messages to get the customer to go into the shop. Now the focus for marketers is also on the olfactory message or impression when the customer goes to the shop and uses their tactile sense to gain an understanding of the product.

Now many retailers are creating an olfactory message by mounting a diffuser in any one corner of the store the brand gets an increase in perceived value of their product just by instilling and evoking a sense of nostalgia, emotion and the association with great aroma therapy in a store itself.

This marketing technique is the first impression a client receives when entering a store and the last when leaving, and branded scents can be found in a varying variety of stores and shops.

The method is to distinguish their brand or shop or product with a unique fragrance or odour and thus install a memory in the mind to assure that that particular smell is associated with their product.

This tactic is supposed to increase sales and drum up more clientele and so far it is working tremendously.

It is however important to create an ambience for your store and not make it smell like an over filled florist. The aroma should be subtle and maybe not even consciously discernible but the customers.

Thus aroma diffusers must set up to ensure that it isn’t a turn off and not to strong at all, but creates the right amount of comfort associated and can enlist a happy shopping experience.

Besides shopping, hotels come equipped with aroma diffusers to create a feeling of home and cosiness and usually the smell widely acknowledged is associated with fresh linens that create a clean and homey environment for the guest.

The retail scent branding is like developing a signature scent or a line of scents associated with a certain brand and its products so a customer knows what to expect if they smell the aroma even if they cannot visually see the shop or aren’t close enough to it.

This is an excellent way to increase sales.

Retail scent branding is exactly like background music; it creates a sense of tranquillity, mood and peace whilst shopping and thus retailers across the globe are slowly progressing to scent branding and using diffusers across their stores to keep their customers in the mood.

However that doesn’t mean that just any pleasant smell means that is all you need to do. With scent branding Is important to establish which scent provides the customer with the best feel associated with your product or business and then introducing it in the right levels.

Thus companies that spend big amounts of money in branding their product or business are are now also willing to create a unique scent that is effective in boosting sales, keeping the customer interested and unique to them alone.

Email us now to find out how you can create a unique quality scent for your business or brand.

Scent Marketing Facts

Scent marketing can be defined as using the olfactory sense of the human body and its association with memories to trigger response or recollection with the current smell to form an emotional feeling of nostalgia.

Scent marketing facts are highly useful in using this idea of marketing and can help boost sales tremendously.

First off, every person has a unique sense of identity associated to different smells and odors and two people usually do not smell the same smells. The olfactory centers size in the human brain is around the same as the size of a postage stamp and the human brain can associate over ten thousand different smells there.

If gender equality were an issue, then women have a more heightened and developed sense of smell than men and form greater memories and recollections in association with provocative smells.

When a person wakes up in the morning their sense of smell is at its lowest potential and it gradually increases as the day progresses making the sense of smell more aware and profound as time passes.

During a cold or flu sickness our taste for food gets weakened and ebbed not due to the taste buds but due to the inability to smell since almost eighty percent of our taste relies entirely on our sense of smell and thus food tastes bad.

In working conditions such as sewers or otherwise, the prolonged exposure to unpleasant odors and smells can actually impair the olfactory sense and thus it is important to wear a mask over the mouth and nose to lessen that effect and keep the olfactory sense safe.

The sense of smell and the olfactory center are greatly associated with memories and links to emotional regions of the brain more than certain other senses like the gustative sense. With all the other senses we form an identification of the product first then create an emotional link. With the sense of smell that phenomena is completely opposite with the formation of an emotional link first and then identification of the thing.

Research has established that the visual sense recall is about fifty percent after three months of seeing something but the olfactory sense or sense of smell is almost sixty five percent, even after a year has passed.

Our sense of smell continues to work even during sleep time thus it can evoke memories if strong enough during sleep.

With the right smell or fragrance mood can be elevated by forty percent and certain diffused scents have been established to help boost ones morale.

Experts have established that the aroma of baked bread and feminine scents in a fashion store boosted sales by double or three fold thus proving the scent marketing as an excellent source of sales boosts.

Understanding Your Customers

Understanding your customers is one of the most important things to do for you to ensure a successful marketing campaign.

The inability to know your customers is the greatest loss, you, as a potential service provider can face. Since you are nothing without your customer, your first priority should be to know them and what they want and expect from your company or product.

Moreover, knowing them not only increases your chances of selling them more goods, leading to your profit, but also causing the inflow of more customers through recommendation. Hence getting to know your clients and understanding your customers, greeting and treating them to their liking is crucial to the success of your business venture.

Having this kind of rapport with your client is even more essential if you keep in mind the nature and the degree of aggressive marketing your fellow business rivals conduct everyday. Your primary asset in business are your clients, this is because if you know their mentality and gauge their buying trends and their preferences, you have the market in hand.

Additionally this kind of valuable customer information will also enable you to replenish stock, get the most viably trendy products in the market, thereby satisfy your customers and in the process entice them into come back again to be serviced.

Moreover not knowing your customers will only hinder your chances at success to a greater degree because if you do not know what pleases your customer, you will never know how to approach them. Some might like curt matter of fat dealings, while another might like that occasional chitchat and “hello, how’s your day going.”

So if you do not know who likes what you will only end up causing them dissatisfaction and yourself economic loss, due to sheer ignorance and simple lacking of planning. Moreover if you sit down and think about it this abstract ‘market’ that you talk about is no one but the sum total of your customers. So if you want to target the market, then this is the bunch you have to satiate and cater to.

What your customer says is very important for you and your overall success. After finishing one deal you instinctively try to convince them to buy something else; this is only natural and can be called maximizing profit.

But what you should also be doing simultaneously is trying to find out information about their economic status, what they can afford and what not, what thy need next in their household which might come from your shop.

All this will help you in all future deals with them and wooing them back to your shop. So always engage in conversation with them and most importantly listen to them, they might be unconsciously divulging information that might eventually give you an edge over you’re your next door rival service provider.

Spend the time to know your customers, what they want and how they like to shop and see your business expand.

Regardless of what you do in business without customers you will no longer stay in business.  Good customer relationships are important to the growth of your business.

It is now know that whether one buys a cup of coffee, a holiday, a house or a car the decision of purchasing has to be emotional. Even more importantly it is a crucial factor in customer retention and loyalty.

Customer satisfaction is the underpinning factor in customer experience. Customer should feel good in doing business with the product or the service provider.

While purchasing rationality, reflection, judgment of pros and cons do play a part but it has to have an emotional side to it. Often one’s gut feeling, intuition, sense and interaction plays a significant role in buying.

In every single encounter what the customer feels or doesn’t feel is directly related with the service provider’s managerial capability and handling of customer expectations. Customer experience doesn’t end in keeping a smiley face or having a soft tone while communicating with an irate customer.

It must make the customer whoever they are feel the most important person at that time through operation, transaction and behavior. Addressing a fickle customer who is like “I want it now and can’t wait” and their emotions is not easy and can not be handled by an individual manager. Reaching this emotional goal requires an entire company’s effort which should exceed beyond product quality and protocols.

Before a service provider can decide the best way to achieve this customer satisfaction must decide what exact reaction they want to create every time an encounter occurs. It can be said that customer satisfaction survey and market research can provide the data for that. But sadly enough, these kind of data do not help much, and especially at an emotional level.

Drivers of satisfaction and loyalty must be looked deeply into by the service providers. A good insight into the subject will show that a whole bunch of different factors lead to the sense of satisfaction and loyalty. Expectations, needs and reaction to the organization and the perceived value received by the customer would be some of them.

The basic requirement for customer satisfaction then shifts from product, service quality, value-for-money, hygiene factors, etc which are common for everyone to creating an emotional, personal and psychological connection with the customer which makes them feel satisfied and loyal.

To respond to the emotional approach of the customers the company must have a consistent, differentiated, valued and completely intentional outlook towards customers.
Look at your business from the viewpoint of your customer or client and be honest as to the quality of your service, product and business premises.

Will you customers want to refer your business and more importantly, return to you for future business?

To find out how we can help with keeping your customers and improving customer satisfaction by incorporating an aroma scenting machine.

Some our team recently visited Russia to review the fashion and scent marketing potential in both St Petersburg & Moscow.

St Petersburg is not only a culturally stunning city, with 18th Century architecture dating back to the Tsars but the fashion would rival the Champs-Elysées in Paris, with global brands such as Gucci & Prada.

The Scenting International sales team was very excited by the scenting potential in Russia, in both high-end retail outlets & hip bars & upmarket hotels.

Both St Petersburg & Moscow were very fashionable cities, therefore scent branding would be highly desirable and add to their already high sense of style.

The Gum in Moscow built in about 1890 and situated opposite Red Square, is a renovated central market which has retained all the spectacular features of yesteryear but now houses the most well-known global brands in the world.

Our team are searching for distributors in both St Petersburg & Moscow. If you have the ability to grow the scent branding potential in this region, please contact us on info@scentinginternational.com .

Image: The Gum Department Store, Moscow

Scenting Brookfield Multiplex

“Brookfield Multiplex has been delivering landmark property and infrastructure assets for more than 50 years. We are a leading international contractor with a focus on sustainable growth.” www.brookfieldmultiplex.com

Office Scenting

After recently relocating into their innovative Melbourne head office in Swanston Street, Scenting International diffusers and fragrances are providing an added ambiance to their reception area.

Using our ‘Marcel’ scent diffusers and an assortment of fragrances, Vacation, Xanadu & Orient Express, all staff and guests that enter the Brookfield Multiplex office become enveloped by our perfume quality fragrances creating a vibrant and enticing experience.

Business owners and employers are finding many benefits to office scenting, from the favorable response they get from clients and visitors to the improved mood of employees and increase in production.

To find out more about our “Marcel” scent diffusers specifications or contact us to find out you they can improve the atmosphere of your office.

Scenting Al Nakheel Mall

We are very excited to announce that in early February 2015 we have installed our diffusers and fragrances into the Al Nakheel Mall in Riyadh, Saudi Arabia.

Synonymous with style and success, Al Nakheel Mall has created a vibrant and unique, upscale shopping experience with brands such as Beverley Hills Polo Club, Coach, Diesel, DKNY, Lacoste, Miss Selfridge, Swarovski, Virgin, Zara, plus many more. Also available are dining and entertainment environments for the whole family to enjoy.

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Scenting International diffusers are installed in all the public areas, including the Mosques and washrooms, creating an enticing atmosphere for all their customers. When entering the Al Nakheel Mall shoppers will experience our perfume quality fragrance ‘Ambre38’ which has been specially designed for the Middle Eastern market.

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Scenting International are very proud to be working in conjunction with the largest shopping mall portfolio in Saudi Arabia.

If you would like to find out how scenting can improve your customer experience please contact us to speak to one of our scenting distributors.

Al Nakheel Mall