In today's fiercely competitive landscape, businesses must prioritise customer experiences in both retail and commercial settings. Providing a captivating and satisfying experience is vital for boosting sales and fostering brand loyalty.
While most businesses invest heavily in visual branding and aesthetics, and even soundscapes, very few harness the potential of scent as a marketing tool to create lasting, multi-sensory impressions. Our sense of smell wields a significant influence over our emotions and memories. When leveraged effectively, scents and fragrances become potent assets for businesses, with growing evidence supporting their impact on consumer behaviour.
The science behind scent
Scent isn't just a pleasant afterthought; it's a strategic component of your brand's identity. Numerous studies have demonstrated that the strategic use of scents and fragrances can have a significant influence on customer behaviour. From drawing customers into your retail store to fostering an inviting atmosphere in your hospitality establishment, scent marketing has the potential to transform your business.
Premium Scenting conducted independent research across five countries, focusing on scent's influence in two key business sectors:
- High-end retail stores
- Hospitality
The study showed that consumers have a high awareness of smell in their environment and that there are numerous positive effects of a pleasant scent for businesses. A remarkable 75% of respondents were lured into retail stores by pleasant scents, while an impressive 77% affirmed that a pleasing aroma had a positive impact, and they desired such fragrant experiences.