Retail and scent mktg


Published on

How to improve your store sales and strengthen your brand with scent marketing

Published in: Business, Technology
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Retail and scent mktg

  1. 1. Scent Marketing for Retailers A Strategy to Sell More, Increase Repeat Visits and Build Your Brand
  2. 2. Scent Is More Powerful Than You Think 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.
  3. 3. Scent Marketing in Your Store Numerous scientific studies have proven that adding scent to the store environment affects consumer behavior in a variety of ways that are 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
  4. 4. Scent Boosts Sales • 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.
  5. 5. People spend more time in jewelry stores that are scented. Customers who spend 40 minutes in a store are twice as likely to buy as those who spend 10 minutes. Customers are willing to spend 10-15% more money for the same item in stores that have scent. Scent increases recall of unfamiliar brand names and increases recall of specific products and their features. Scent Changes Consumer Behavior
  6. 6. 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.
  7. 7. Rising Emphasis on Scent General merchandise and grocery stores, take note: More and more CPG companies are placing a heavier strategic emphasis on scent. This is supported by shifting demographics, particularly the growing Hispanic population in the US, who seek out products with strong fra
  8. 8. 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
  9. 9. 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!
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. Scent Makes Food More Appetizing • Sampling foods is a highly effective strategy to increase grocery sales, but it is expensive and labor intensive • Scent can be used as a substitute because 70% of what we experience as flavor is actually aroma • For example, when the aroma of fresh baked bread was dispersed in a grocery store, sales in the bakery section tripled.
  14. 14. Many Top Retailers Already Use Scent Marketing
  15. 15. 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 POS displays
  16. 16. What are you waiting for? It’s time to • World-renowned sensory marketing expert, quoted in Bloomberg Businessweek, Advertising Age, AdWeek, Forbes and many other media • Scientifically proven methodologies tailored to your real world business • Our systems are risk-free. We are the only sensory marketing company that guarantees ROI.
  17. 17. 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