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Scent Marketing for Retailers
A Strategy to Sell More, Increase Repeat Visits and Build Your Brand
www.thinksensory.com
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.
www.thinksensory.com
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
www.thinksensory.com
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.
www.thinksensory.com
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
www.thinksensory.com
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.
www.thinksensory.com
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
www.thinksensory.com
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
www.thinksensory.com
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!
www.thinksensory.com
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
www.thinksensory.com
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
www.thinksensory.com
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
www.thinksensory.com
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.
www.thinksensory.com
Many Top Retailers Already Use Scent
Marketing
www.thinksensory.com
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
www.thinksensory.com
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.
www.thinksensory.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

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Retail and scent mktg

  • 1. Scent Marketing for Retailers A Strategy to Sell More, Increase Repeat Visits and Build Your Brand www.thinksensory.com
  • 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. www.thinksensory.com
  • 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 www.thinksensory.com
  • 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. www.thinksensory.com
  • 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 www.thinksensory.com
  • 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. www.thinksensory.com
  • 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 www.thinksensory.com
  • 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 www.thinksensory.com
  • 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! www.thinksensory.com
  • 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 www.thinksensory.com
  • 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 www.thinksensory.com
  • 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 www.thinksensory.com
  • 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. www.thinksensory.com
  • 14. Many Top Retailers Already Use Scent Marketing www.thinksensory.com
  • 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 www.thinksensory.com
  • 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. www.thinksensory.com
  • 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