Scent Marketing
Scent marketing is one of the types of marketing strategies that has proven effective in the recent period, as scent marketing targets consumers’ sense of smell. Studies have shown that when using scents during sales, this increases the percentage of sales to 11%. So how does this strategy work and which method is the best for exploiting scents in... Increase sales ratio.
What is scent marketing? Scent Marketing?
Scent marketing is a strategy that relies on using perfumes and disseminating them when selling and meeting customers. Using the right perfumes and associating them with the brand helps define the brand’s identity and leave a sensory and emotional impression on the customer, which helps create communication and loyalty between the brand and customers, which works to increase the percentage of the sales.
Scent Marketing also works to link the customer’s memory and emotion to the brand. According to one study, it has been proven that the memory of smell cannot be forgotten for several years, which helps in leaving a good memory of your store with the customer, which creates loyalty to the brand, as we mentioned previously, which makes the customer return to buy from Your store several times, which helps raise the value of your brand and increase sales.
Strategies and types of scent marketing
There are different types of scent marketing strategies that will achieve your marketing goals and increase the value of your brand. Below we mention some strategies for scent marketing.
- Fragrance bulletin boards
Scented billboards are one of the most popular marketing strategies used by marketers. The name comes after traditional visual billboards. This strategy is based on a study that proved that people remember the smell of things more than they remember the things they see or hear, such as a bakery shop that uses the scent of baked goods. To attract customers.
- Ambient smell
Consumers think that scented places are more upscale than others. In this strategy, companies rely on a more private system of scented advertising boards by placing the scent of a certain perfume inside the store or company, according to one study that confirmed that consumers are willing to pay larger amounts. If the place has an aromatic scent, which is what many stores have done, putting some beautiful scents that invite relaxation and build a memory associated with the store for the customer. There is no theory for using a specific perfume or one perfume, as some store owners use several perfumes in each department. Among the common perfumes that can be used in different sections of the store are the floral scent, which encourages shoppers to stay in the store longer, the lavender scent, which gives a feeling of relaxation, the vanilla scent, which helps give customers a feeling of good mood, and finally there is the leather scent, which It gives shoppers a sense of luxury and elegance.
- Topical aromatherapy
It is the most important strategy in scent marketing. This strategy is to use a scent to be compatible with the product environment, where the scent is complementary to the product, such as using the scent of baby powder in the infant clothing section. This is due to the importance of the objective context of scents and products. One psychological study has proven that all Product-specific features, such as visual or audio communication, can influence the scent marketing strategy if the scent does not match the product, as it would affect the shopper's desire to buy the product.
- Brand scents
This strategy depends on creating a distinctive scent that is specific to the company’s brand, which leaves a special impression on shoppers and leaves them with an emotional impression of your brand. This type is similar to the scented billboard strategy, where a distinctive scent is placed surrounding the store. For the success of this strategy, it will take a long time. So that you can associate a scent with the brand, and have this scent signed with the name of your brand. Companies that use this strategy search for perfume companies to create their own perfume to be associated and signed with the name. trade mark I have shoppers.
Read also - What is competitive advertising?
How to employ the use of scent marketing
In order to be able to employ scent marketing in a correct way, you must follow some of the following tips through which you can benefit from scent marketing to make your business plan successful.
- Find the right scent for your brand
If you own a small company and you will not be able to purchase a signature scent for your brand, you can start by searching for scents that are closest to your environment and that suit your products. The surrounding scents can influence the consumer’s buying behavior. If the scent matches the products, the shopper’s desire to purchase will increase, on the contrary. If the scent does not match the nature of the product and the store environment, this will lead to the shopper refusing to purchase from your store. The sex of the shopper must also be taken into consideration if he is male or female and the appropriate scent should be chosen for each gender, in addition to many other points that should be taken into consideration when searching for The right scent for your store.
- Determine the impression you want to leave on the shopper through scent
This step aims to determine the fragrance that matches the atmosphere of customers. You must determine the scent that is specific to the feeling you want to leave the customer, whether it is relaxation or to raise the general banter of shoppers, in addition to knowing what your products aim to achieve, which will lead you to know the atmosphere of customers. All of these things help you in The ultimate choice for choosing the perfect perfume and scent.
- Choosing the right type of scent marketing strategies
Finally, you will have to determine the type of scent marketing that you want that is compatible with the nature of your business. If your goal is to attract customers from outside the store, you can use the scent billboard strategy. If you want to give your products a distinctive scent, you should use the thematic scent strategy. If you want to Just by placing a distinctive scent in your store, you can rely on a simple aroma without going into complicated methods.
Hence, we have explained the extreme importance of scent marketing, which has become one of the most important and best marketing methods for many companies and stores, as this strategy has achieved great success by leaving a feeling and emotion associated with the brand among shoppers. Choose the type of scent marketing that is appropriate to the nature of your business and your plan. Marketing and you will get good results that will increase the percentage of sales.
