We all want something customized to our styles and preferences, and today’s fragrance marketing strategies speak to this. Because scented products sell so frequently, personalized fragrances stand out and get consumers’ attention. Being able to customize a fragrance that fits your lifestyle, needs, and olfactory preferences adds value to the consumer’s purchase decision.
Customized products make your brand stand out and create brand loyalty. It makes customers feel special because your brand takes their interests into account. Fragrance brands like Specialscent can increase customer loyalty by leveraging personalization in their fragrance marketing strategy.
In recent years, more and more companies have used scent marketing to create a pleasant atmosphere. It is becoming clearer how important scent is. Not only in customer buying behavior, but also in terms of brand loyalty, corporate identity, and satisfaction of your customers and staff
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When was the in-store scent strategy born?
In the mid-1990s, psychologists found that in stores where the room was lightly scented, sales increased. Further research followed, but it was not until 2002 that this concept was labeled: scent marketing ( 2 ). Despite its increasing use in various contexts, the underlying mechanisms are still rather undefined. The consequence is that the power of scent is underestimated when it can offer so much.
When a scent is diffused, molecules travel directly through the nose to the olfactory bulb, which is connected to the limbic system-the emotional brain. This implies that the scent is not first processed in the thalamus, but subliminally. The advantage of this is that scent has an immediate effect on the customers’ mood and indirectly on how the customer perceives and evaluates your company and brand.
Creating an emotion for customer while buying
In modern society, it is easy to be overwhelmed by the abundance of sensory stimuli; for example, (loud) music in clothing stores, (colorful) interiors, and different shades of light. Meanwhile, the right fragrance can provide a relaxing and appropriate atmosphere.
Since fragrance is strongly related to emotions, it has an important influence on our mood. Each scent has different strengths and qualities. For example, eucalyptus has been shown to reduce fear, lemon improves mood, and lavender reduces anxiety and fear.
(Read more in our article: Winning customers with olfactory marketing.
The Marketing of Fragrances
There are several ways to use fragrance in a marketing strategy. So spreading the fragrance of freshly baked bread in a bakery is a good advertising approach. Similarly, scent is used as an element to add atmosphere to a room. This technique is widely used in hotels, airports, stores, banks, casinos, and other settings.
Learn more: What are HVAC systems?
In short, scent marketing can have beneficial consequences for your business. More and more research shows that fragrance plays an essential role in marketing and brand identity. Likewise, each fragrance has a different quality that can be used to your advantage. Whether it’s increasing sales figures, improving your office performance, creating a unique brand, or simply the gratification of an aromatic room; Specialscent fragrance diffusers are an answer to your needs.
Discover our fragrance diffusers for large rooms.