Research shows that a person’s sense of smell is the most powerful of the five senses and is more memorable and evokes more emotions than any other sense. Research also indicates that humans are capable of distinguishing more than 1 million types of odors. Of course, some of these smells are very pleasant, while others are not so pleasant.
So, what does this data mean for you and your business?
Chances are, you haven’t yet utilized professional scents and their benefits to attract customers. However, there are several ways to use professional scents to better sell your products.
How strong is the sense of smell?
When there is a smell in the air, it directly reaches the cortical part of your brain through the olfactory pathway in the nose. Since smells act without contacting the brain, they directly affect the subconscious and the decision-making process. This explains why the sense of smell has such a powerful effect.
How can you use scents in commerce?
The best step you can take in using scent to reach customers is to emotionally associate the scent with a positive feeling or to capitalize on the positive feelings that already exist. After all, don’t we all associate smells with some memory? Or better yet, have you ever noticed that when you unconsciously smell a scent, your brain automatically triggers memories associated with that scent?
Scents can be used in commerce in many ways. First, it’s important to note that smells have properties beyond triggering memories. Scents make people feel good and lift the general mood, which can change buying habits. This has led to the creation of a new marketing field: ambiance scenting or space scenting.
Sometimes, special scents are used to prevent bad odors. This field first appeared when hotels tried to eliminate the smell of smoking guests. But people quickly learned that they can be proactive rather than reactive about smell. As a result, hotel deodorization became a private sector. Many hotels even create “signature scents” to promote the brand. These scents aim to give guests the same feeling in every branch of the hotel chain.
Professional scents are developed based on extensive research, physical travel, and location-specific factors. A scent should be pleasant and inviting but not overpowering enough to be felt upon entering the space.
More than anything, the scent needs to be right to create a positive emotional connection between a scent and a brand. Using this scent under the right conditions can lead to desired customer behaviors.
Using scent to change behavior
In many cases, scents are custom-designed to complement the product or service venues offer, enhancing the brand. But it doesn’t always have to be that way.
Experts have found that scents don’t have to create an immediate reaction or emotional connection to be effective. When used in the right way, the normal smell of the place can help the customer spend more money. For example, many studies show that filling the space with the smell of coffee increases the sales of the product in the store. Other scents can cause a customer to stay longer in a store or spend more.
The right scent can also lead the customer to think that the product is of higher quality and consequently be more willing to pay a higher price for the product.
This is why the right use of scents and scent marketing is attractive. When used correctly, scents can create beautiful memories and subtly influence customer behavior.
Professional Scent Solutions
A few years ago, olfactory marketing seemed like a no-brainer, but today it is the cutting edge of neuromarketing. If you want to take advantage of the benefits of brand marketing or emotional marketing, contact a ScentPro scent expert after reading this article.
Harmony with the brand’s design
Retail entrepreneurs, store owners, and marketing directors are looking for ways to sell directly to their potential target audience. When this crowd visits your location, you can make it easier to sell. With scenting solutions, you can appeal to the customer with a pleasant smell. Many brands also use visual appeal to harmonize with scent. In this case, it becomes easier to recognize and remember the brand.
You can use our professional scent solutions to connect directly with your customers. It is possible to appeal to the senses of customers with the right choice of scent. Visitors to your physical space or office will associate you with the scent you choose as your “signature scent.” Many company owners do this as they see the marketing move as an investment with current and future returns.
How can we help you?
Customers already consider many details when choosing. Venues must also think in detail when choosing an indoor scent. Contact us to discover how we can help your business and brand connect emotionally with customers.