Scent Marketing:A Strategy to Sell More, IncreaseRepeat Visits and Build Your Brand
Scent Is More Powerful Than YouThink The olfactory system is directly connected to the limbic system, the seat of human emotions, and the hippocampus, the memory center of the brain. Emotion and memory are key drivers of purchase behavior.
Scent Marketing in Your StoreNumerous scientific studieshave proven that addingscent to the store environmentaffects consumer behavior ina variety of ways thatare good for business. Increase sales Improve customer perceptions of your store & product quality Encourage customers to spend more time in your store Associate positive emotions with your store and products Increase customers’ intention to return to your store
Scent Boosts Sales • When the aroma of fresh baked bread was dispersed in a grocery store, sales in the bakery section tripled. • In a clothing store, sales almost doubled on days when a gender-specific scent was used. • Scent in a casino proved to increase gambling revenue by 45%. • At a restaurant, patrons spent 15% more time and 20% more money in a scented environment versus non-scented.
Scent Changes Consumer Behavior People Customers are spend more willing to time in spend 10-15% jewelry stores more money that are for the same scented. item in stores that have scent. Scent increases Customers who recall of unfamiliarspend 40 minutes brand names and in a store are increases recall of twice as likely to specific productsbuy as those who and their features. spend 10 minutes.
Scent Changes Consumer Perceptions Ambient scent increases positive product evaluations by 25%. When asked to evaluate the quality of two identical products, subjects consistently rated the product in the scented room as being of higher quality.
Rising Emphasis on ScentGeneral merchandiseand grocery stores,take note:More and more CPGcompanies areplacing a heavierstrategic emphasis onscent.This is supported byshifting demographics,particularly the growingHispanic population in the US, whoseek out products with strong fragrances.
The Fragrance Conundrum Fragrance in consumer packaged goods, personal care and cosmetics is a major differentiator But, the fragrance is locked inside the bottle and can only be enjoyed after purchase
Beyond the Bottle Scent marketing liberates fragrance from the confines of the bottle. Now the fragrance that defines the brand can be used to sell more product!
Why Scent at the Point of Purchase? To introduce a new product or a new scent To reinforce a trusted and familiar product scent To “explain” the product’s scent
Scent Marketing Can Help Cut Costs Using scent marketing can help CPG companies and retailers save money by removing the need for costly self-sampling of scent Reduce spills, drips and damaged product
Scent Helps Sell Soft Goods Too In scented stores, customers: • Spend more time • Spend more money • Develop a better opinion of the store and its products
Scent Marketing Methods Ambient scenting Can be done with motion-activated, timed or user-initiated shelf devices, or ambient scenting with free-standing machines or scent diffusers connected to the HVAC system Advertising Direct mail envelopes and postcards can be scented, as can print advertisements in magazines and coupons and displays
Want to Learn More? www.scentworldevents.comCutting edge scent marketing solutions, applications, research and technology to help you sell more!
How Can You Get Involved?To take full advantage of thescent marketing growthopportunity, join the ScentMarketing Institute• Access latest scent marketing research and technology• Have a voice in this growing industry• Network with scent marketing providers worldwide• Enhance your credentials in an area that can benefit clients• Protection from anti-fragrance initiatives & activism
The Scent Marketing Institute Contact SMI today Jennifer Dublino Jennifer@scentmarketing.org Join online 561-400-0009 www.scentmarketing.org www.scentmarketingdigest.com
Cited Scent Studies• Fresh baked bread study - Hirsch, 1995, International Journal of Aromatherapy• “Effects of Ambient Odors on Slot Machine Usage in a Las Vegas Casino” Hirsch, 1995, Psychology and Marketing• “Odors and Consumer Behavior in a Restaurant” Gueguen and Petr, 2006, International Journal of Hospitality Management• “A Study on an Effect of Olfactory Stimulation on Product Image by the Type of the Product” Oh, Lee and Kim, Dept. of Industrial Design, KAIST, Daejeon, Korea• “Ambient Odor and Shopping Behavior” Knasko, 1989 Chemical Senses• “The Impact of Ambient Scent on Evaluation, Attention, and Memory for Familiar and Unfamiliar Brands” Morrin and Ratneshar, 2000, Journal of Business Research• Athletics study - Raudenbush, Wheeling Jesuit University• “The Presence of a Pleasant Ambient Scent in a Fashion Store”, Douce and Janssens, Environment and Behavior, 2011• “Product Scent and Memory” Krishna, Lwin and Morrin, 2009, Journal of Consumer Research• "Air-Design: Exploring The Role Of Scents in Retail Environments", Stohr, 1998, European Advances in Consumer Research