Driving Sales with Scent: How Auto Dealerships Create a More Inviting Showroom

It’s impossible to discuss the importance of scent marketing and its application in the auto industry without mentioning one of the most famous scents of all time. Yep, that “new car scent.”

At its outset, this pleasant mixture of fresh carpet, upholstery, leather, rubber, and metal was just a byproduct of the car-building process. It was an odor immediately noticeable to anyone sitting in a brand-new car. And much of its power came from its exclusivity; you could only get it by shopping for, riding in, or buying a new car. Over time and almost by accident, this “new car scent” became the default signature scent of dealerships worldwide.

The success of this distinctive scent is a great example of what’s possible with olfactory branding. Like any scent, it’s made up of disparate molecules. The ingredients are important, but it’s what the scent represents that really captures the human imagination. In this case, it represents newness, luxury, and success. It represents a piece of the American dream. It represents a promise fulfilled.

Thanks to this iconic scent, dealership managers and their salespeople already have a powerful ally that comes standard with every new vehicle! However, professional scent marketing goes beyond that ultimate reward and aims to enhance the whole process. It does so by attracting more customers, encouraging them to stay longer, and helping them make an emotional connection with your dealership and/or one of your car brands.

Psychologically speaking, scent analysis occurs in the part of the brain that controls memory, mood, and emotion. That’s why scent plays such a vital role in creating a memorable customer experience. Businesses that employ scent marketing are able to form an emotional connection with their customers. If you can do the same, you’ll not only realize the benefits of today’s sale but also reap the rewards of greater customer loyalty through repeat business, positive online reviews, and word of mouth.

Car dealerships have odor challenges all their own. While there are some similarities to scent marketing in healthcare facilities—think waiting areas and customer bathrooms—there are important differences in dealership odor control, too.

• Smells from the service bay: Cars may smell great on the inside when they’re new, but the outside is a different story. Between exhaust fumes and chemicals, bad odors are not far away. Managers and customers agree on this one; the smells of the service bay have no place in the waiting area.
• Smells in the waiting area: The waiting area is a place where new and existing customers mingle, making it a critical place to put your best foot forward. That includes keeping the room clean and smelling fresh. Deploying a scent like vanilla (which will complement the ever-present coffee and donuts) will help make this area feel comfortable and welcoming.
• Smell inconsistency: Customers use scent cues to help them know where to be. If the scents of your waiting area, showroom, and bathrooms aren’t carefully coordinated, you may lose customers based on smell inconsistency and confusion.

Need a little help choosing scents for your place of business? Learn more about Where To Use Scent In Your Office.

Where, how, and why you deploy these aromas matters. When devising a showroom experience strategy, there are several things to consider.

Use Scents that Make Sense 

• One challenge is to identify a scent or family of scents that fits your brand. Does your dealership cater to high-end clientele and luxury brands? If so, lean toward scents like musk, wood, and leather.
• If your dealership focuses on value brands, something like citrus or fruit makes more sense. They’re likable and approachable to customers of all ages, and there’s a wide variety to choose from, should you want to try scent zoning.

Scent Zoning

• One of the more nuanced ideas in scent marketing is scent zoning. Basically, it involves identifying specific areas (service bay, waiting room, offices) and choosing different (but related) scents for each of those zones.
• For instance, choose something light (fresh linen or vanilla) for the waiting area, then move to something more luxurious (leather or wood) for your showroom. For the hallways between, you could try a neutral, subtle scent (eucalyptus or rose) for a seamless transition.

Scent Delivery Systems

• To give scent marketing a fair shot, you have to be willing to leave ineffective half measures behind. Rather than using random sprays of air freshener or small plug-ins, upgrade to professional scent delivery systems.
• Professionally designed, serviced, and maintained scent delivery systems ensure precise dosages, regular aroma release, and consistent coverage. Smaller dealerships may only need a handful of fragrance diffusers, while larger dealerships will benefit from piggybacking their HVAC.

You’re thinking, “This sounds like one more thing to manage!” But the friendly folks at Aire-Master hear that concern. Their service techs take care of everything, monitoring the units remotely, delivering scent cartridges, and providing equipment maintenance.

What about scent marketing ROI? Take a look at these sweet-smelling stories of scented success in other business sectors. Then, peruse the list below.

Ways in which scents make an impact:

Perception of Quality & Value

Now here’s something all salespeople understand. By creating a pleasant setting, you’re setting yourself up for success. Not only does it encourage customers to spend more, it helps them feel like that expenditure was worth it.

Lingering & Loyalty

The more often visitors stop by and the longer they stay, the better your team’s chances of closing a sale. If they love the ambiance, they’ll spread the word online and recommend you to family and friends.

Boost in Sales

Other industries have seen sales increase when scent marketing is properly deployed. This study showed increases of 17%, 24%, and 27% in sales, brand image, and customer satisfaction, respectively.

Lowering the Cost of Comfort and Refreshment Features

Dealerships provide amenities like coffee, donuts, and TVs to keep customers happy. Diffusing pleasant aromas tackles that same dilemma from a different angle, reducing the need for other little “extras.”