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Why smell is powerful ? |
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why smell is powerful? |
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“ A smell can bring on a flood of memories, influence people's moods and even affect their work performance. Because the olfactory bulb is part of the brain's limbic system, an area so closely associated with memory and feeling it's sometimes called the "emotional brain," smell can call up memories and powerful responses almost instantaneously…”
Sarah Dowdey, How Smell Works |
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| what is scent marketing ? |
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A marketing tactic that uses scents to attract consumers. |
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The latest trick to stand out from the visual and auditory barrage that dominates advertising. |
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Creating a cohesive effort of engaging the multi-senses in order to promote better brand recall. |
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Appealing to the sense of smell to persuade customers to stop, smell and buy the products. |
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Scent Marketing is becoming an incredible tool to appeal customers to discover the brands and for brands to connect with customers on emotional stage.
It is a practical and cost effective sensory marketing discipline that enables marketers to successfully promote new products, increase sales and create brand loyalty.
Other sensory triggers, such as the use of light, sound, luxurious surroundings, would be most effective when combined with the sensory of smell by creating a wonderful mood and make the air scenting pleasant. |
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why scent marketing? (global research studies) |
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Scent & working efficiency
Research carried out by Takasago, Japan's biggest producer of fragrances, shows that people working with computers made
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20% |
fewer typing errors in a workplace scented with lavender |
33% |
fewer typing errors in a workplace scented with jasmine |
54% |
fewer typing errors in a workplace scented with lemon |
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Scent & customer satisfaction
Professor DR. Anja Stöhr, the technician and science university in Dresden, and DR A.R. Hirsch, the founder of Smell and Taste Research Foundation, has been undertaking a survey in IKEA to find out how scents affect customers and from this they found out that the
customer stays 54% longer in the scented room |
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customer satisfaction has gone up 7% |
the turnover can also increase by up to 6% |
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Scent & Buying Behavior
Dr. Alan Hirsch* discovered that people prefer a product than the same in other shops when they shop where a pleasant aroma is presented. In 1990, he recruited 31 people at a shopping center and required them to look at trainer shoes in two different rooms. The shoes in both rooms were Nike and were completely identical. One room was scented with a lighted mixed floral aroma. He discovered that the “buy me” reflex operates on a subliminal level. Because the people in the scented room reported not to smell anything, however,
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84%of the people were more likely to buy the shoe in the scented room and |
willing to pay$10.33 MORE for them than the people in the unscented room.
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* Note 1: Dr. Alan Hirsch, the founder and neurological director of the Smell and Taste Research Foundation in Chicago. He specializes in the evaluation, diagnosis and treatment of many smell- and taste-related disorders. He has conducted more than 180 studies exploring the effects of smell and taste and is currently working on more than 80 more studies.
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