Scent Marketing
Would you believe that your sense of smell would lead you to buy a pair of your favorite trainers faster than your sense of sight? In a study conducted by the Smell and Taste Institute, it was found that 84% of customers were more likely to buy a pair of Nike trainers in a scented room compared to a non-scented room According to the Nobel Peace Prize winners, Richard Axel and Linda Buck, our sense of smell is directly linked to our limbic system, which makes it the most emotional sense we possess. Scent marketing triggers an emotional response in consumers, which leads to longer times spent in stores and more sales for businesses.
We are all guilty of lighting a candle in our house to make our guests feel more at home, or putting a nice scent in our car so our passengers feel comfortable, but just how important is our sense of smell? In the world of marketing appealing to people's’ sense of smell is quickly becoming the best way for increasing sales. Due to our sense of smell being directly linked to our brain, it controls our memories and emotional status.” For retailers, this is important for making customers feel more comfortable, pleasant, and nostalgic while shopping.”
It is no coincidence that we connect certain smells to some brands, such as Starbucks, IKEA, and Abercrombie & Fitch. These brands target customers’ memories to boost return visits, repeat customers, and more sales. One can not help but notice that when a customer enters an IKEA they are hit with a scent of cinnamon, or how every time in a mall everyone knows where to find the Abercrombie & Fitch due to their cologne coming from the store. These smells are not coincidental, they are there to attract buyers and appeal to more than the eye. When we attach an emotion to a store we connect with it in a stronger way. The next time you visit your favorite store, remember that it might be your sense of smell that leads to your next purchase.
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