Deepening Customer Connections
Many industries overspend on visual marketing. They neglect and typically underestimate their customer engagement opportunities as they relate to the sense of smell.
The human sense of smell is the strongest and most primal of all our senses. It both protects us and vividly reminds us of our past experiences – many reaching far back into childhood. Scent is processed by the limbic system in our brain which is responsible for memory and emotion processes.
In marketing, scent can be highly effective in helping us distinguish one product from another. Studies have consistently shown that scent can trigger a memory or desire that influences a purchase decision. Scent can also remind us of positive associations, whether when with family, a favorite place to visit, or a warm and friendly encounter. These associations help to create environments in which we feel comfortable. In a commercial setting, this can often impacts ones decision to stay longer and consume more.
Today, businesses are using ambient scenting as part of multi-sensory marketing strategies to enhance customers’ experiences of a location and its products or services. These experiences allow customers to develop deeper memories and emotional connections with brands while promoting sales and loyalty.