Scents at the Point Of Sales

Friday, 8 March, 2013

Scents at the Point Of Sales

Smells Attract & Seduce.

Wherever there is a direct contact with the client, a right scent can have a great impact: shops, hotels, restaurants, banks, offices, special events and, in general, places where clients attend.

According to a recent study performed by Open-Senses, 94% of people state that ‘some scents can evoke nice memories and make me feel better’. And 85% of people agree that ‘smelling often our favourite smells can improve our sense of wellbeing’. Therefore the sense of smell can be used to improve the Shopping Experience.

The keys for Scent Marketing are perseverance and differentiation.  The goal is that Clients perceive the difference between the Brand and ‘others’, always the same way and in line with Brand Values.

Certain scents can help to change the way we process information.For example, a lemon scent can have stimulating effects. Thus, a lemon scent can be used to attract attention to the launch of a new product, the same way that we use a stimulating sound, colour or lighting.

Product Efficacy Perception is influenced by the smell.In the industry of home cleaning products there is a well-known effect that consumers do perceive better or worse the ‘cleaning efficacy’ depending on the scent. This way, for example, several hand dishwashing products can be tested in order to choose the ‘best performing’ one, as perceived by consumers, while the only difference between them is the scent and the formula is always the same.

Seductive Scents can raise purchase intention because they improve the Shopping Experience:  Chocolate scent around a chocolate shop improves the Shopping Experience. Scents of clean linen can help to sell better washing machines. Christmas scents can put consumers in the right mood, together with the Christmas decoration. Scents of flowers can provide a superior purchasing experience in a Flower Shop.

The same way that music can please or disturb, some people could feel uncomfortable with unsuitable, intrusive or too strong scents. Therefore, in Scent Marketing,smells should always be clever, suitable to the surrounding atmosphere, and in line with Brand Values.

At Open-Senses we are Experts in Scent Marketing and passionate about Sensory Innovation. You can contact us at www.open-senses.com/en/contact.

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