Scent Marketing 101: Why Retail Stores Should Use Signature Scents

One of the amazing things about scents is that they facilitate time travel. When we breathe in a smell we recognize from childhood—like grandma baking cookies or dad grilling steaks—we’re often transported back in time to relive those moments. Your “scent trigger” can be tripped at any time, sending your brain on a trip down memory lane.

Scent marketing is an advertising strategy that taps into the power of our sense of smell, using it to draw customers in and connect with them as they shop. Correctly deployed, scent marketing attracts more customers, keeps them feeling content and shopping longer, strengthens brand recognition, and influences brand loyalty. The great thing is, it does all that quietly and consistently, working in the background to boost satisfaction and sales.

How? That’s the fascinating part. Aromas have this power because of their special relationship with our limbic system, the part of our brains that’s like a processing center for mood, memory, and emotion. That means aromas are capable of affecting our moods, memories, and emotions…often so subtly that we don’t realize it’s happening.

Hard to believe? It’s true. Numerous studies have illustrated the power that fragrances have to influence retail shoppers. According to Shopify, scent marketing can boost sales by more than 10%, and customer satisfaction scores by double that!

The Psychology Behind Scent Marketing

Breathing in certain scents makes powerful connections in our brains; there’s no doubt. But how do those interconnections boost the bottom line for businesses? It all comes down to the ability of fragrances to influence what people buy. As a business owner or manager, it pays to know how this plays out.

Scents, memories, and emotions swirl through our brains every day. And when those smells are pleasing, interesting things occur. Mood improves…stress dissipates…emotions settle down. Deploying scent marketing in your retail store can set the stage for customers to feel welcome and comfortable, naturally influencing them to spend more time in the store. And more money.

And now, the secret sauce you’re looking for—how to boost sales with scent marketing. Here are some proven ways to do so:

First Impressions Are Key

In today’s competitive advertising landscape, brands don’t get second chances. Make your first impression count with pleasing scents near the entrance, which will invite guests in and set the tone for a great shopping experience.

Zoned Scenting

There are several ways to get the benefits of using multiple fragrances within a single store. Consider:

• Use Themed Zones, like Bloomingdale’s does. You can try one scent in the beachwear section, a different fragrance in the men’s section, and another aroma in the ladies’ section. They’ll provide cues that customers’ noses will pick up on.
• Deploy scent to Create Atmosphere in different sections. Choose a fragrance that amplifies the energy you’re looking for. A scent like jasmine or lavender calms the mind, making it a good choice for a fitting room. Clean, invigorating scents like eucalyptus or mint, on the other hand, would be ideal for the fitness section.
• One more intriguing idea is to use aromas to Direct Traffic. Supplementing signage and other directional cues with fragrances is a fun, unexpected way to explore a store. Talk about making a great impression!

Seasonal Scents

One way to keep things fresh is to change scents with the seasons. Many retail stores do, and to great effect. As you make scent choices, though, lean toward scents that fit your brand—not anyone else’s.

When it comes to seasonal scenting, trust the pros at Aire-Master! Check out these blogs for seasonal scent marketing tips:

• Seasonal Scent Marketing Strategies for Spring and Summer
• Seasonal Scents that Sell: Why Fall Fragrance is a Smart Move for Your Business

 Employee Benefit

There’s also a hidden benefit to scent marketing: how it affects employees. The right fragrances can have an invigorating effect on staff, making them feel happier to be at work and more valued while they’re there.

“Surprising results emerged from that which we had not expected. For example, we had not considered what effect it would have on the employees,” says Rebeca Barbulescu, founder of the scent marketing firm Transduce. Not only did they feel better about coming to work and being in the store, but “The employees also indicated that they felt valued by their boss because more attention was paid to the working environment.” [SOURCE]