Smell is the sense most strongly associated with emotion and memory. It has also been shown to have a physical connection, with the smell receptors having direct nerve connections to centres in the brain that control these human functions. As consumers worldwide are becoming more sophisticated and are demanding more from brands and businesses, this creates a need to provide a more intelligent approach to marketing. Scents can provide a new dimension to marketing that directly connects to consumers’ emotions and memories.
The use of scents can create and reinforce a customer‘s connection to a brand, enhance the customer experience and provide a powerful tool for marketing, all without the customer being aware of the effect on their emotions.
Research on the effects of scents on human behaviour has shown that apart from creating a more pleasant and memorable experience, the intelligent use of scents can produce a number of substantial benefits for businesses, leading to increased revenues:
Multisensory marketing is the art and science of engaging multiple senses to produce an enhanced impact for businesses. Humans have a lesser ability to detect scents than other mammals such as dogs, but we have a more sophisticated visual ability with our colour vision. We combine our senses of sight, sound and smell, taste and touch to create a complex experience of our environment.
Research has shown that combining more than one sense in the customer experience improves brand engagement. So adding smell to the customer experience will deliver a more emotional brand experience:
Our innovative and advanced technology provides better results in the commercial environment. The AirQ computer-controlled scent diffusion system can regulate how much scent is dispersed. It can be programmed for the hour, day or week and by volume to give a consistent scent experience. Patented AirQ technology for airborne scenting provides a more effective and efficient distribution of the scent. The microdroplet technology is superior to other forms of dispersion because:
Our fragrance formulations and appliances exceed the requirements set out by global regulatory organisations and are world leading in safety. We are committed to an improvement in sustainability ”” we are ranked in the top ten support service companies on the Dow Jones Sustainability Index. Our products deliver pleasant smells and neutralise bad odours without negative impact on health:
Our certified scent experts are trained to offer customers a customised scent solution using exclusive diagnostic tools. They are backed by world leading fragrance designers who carefully craft scents to deliver specific results for each brand and environment.
Initial has recently launched a new tool, the Virtual Fragrance Expert (VFE), which is an app for use on tablets that clarifies the scent-selection approach for customers, ensuring they are presented with the best scent selection to represent their brand.
The app allows the customer to go through a structured scent creation process by selecting adjectives describing the desired consumer experience for each of a range of attributes: actions to inspire, atmosphere, mood, personality and surroundings. It then produces a selection of scents that match the chosen adjectives, which can be further refined. This greatly simplifies the process for the customer in understanding exactly what they want their scent to convey. The results are then passed on to our master perfumers to formulate the chosen product.
Scent complements packaging and other graphic and text elements. Scenting the air space around an advertisement in high traffic areas such as malls, airports, railway and subway stations draws customers to the display while enhancing the visual experience and improving engagement.
Scenting and bad odour cancellation can ensure a good experience in any space, from lobbies, hallways, elevators, guest rooms and washrooms to garbage collection areas.
A pleasing scent can calm anxieties in a stressful setting, improve perceived waiting times and patient evaluations of services, while removing the medicinal smells that are common in healthcare facilities. This can benefit patients, their relatives and also the staff of the healthcare facility.
For the employees, scents can provide a pleasant smelling, invigorating environment to improve productivity and mood. For visitors, scents can improve impressions of prospective customers.
In airports, train and bus stations, scents can help give the impression of a clean, comfortable environment that helps reduce stress, makes people more friendly and sociable, makes passengers feel they were waiting a shorter time and reinforce pleasant memories associated with a place.
Initial’s holistic approach to hygiene solutions ensures businesses are covered in all key risk areas.