What is scent marketing?

Scent marketing is a technique that gives traditional marketing a new, sensory twist. Scent and sound are complemented with a personalized scent.

The role of scent

Scent marketing is based on research showing that engaging more than five senses enhances consumer interaction with a product. This allows consumers to retain the information conveyed. Scent helps them establish an emotional connection with a specific product or brand, form a favorable opinion of it, and even subconsciously influence purchasing decisions.

Richly

Observations of consumer behavior have shown that scent can positively influence buyer perception and enhance product value. Using pleasant aromas seems to convince buyers that the product is of a higher quality. Business owners "lure" them in with a sense of well-being.

Place of smell

Fragrance doesn't have to be permanently "attached" to the product, but rather lingers delicately in the air. The route of administration can vary, but the effect is always the same: intensifying the overall perception and convincing the customer that they're getting more for their money.

The beginnings

Companies began implementing scent marketing in the 1990s. Despite realizing that this approach would enhance the customer experience, they struggled to determine the true value of scent technology and implement it appropriately. Sight and hearing still held sway and enjoyed the greatest acceptance.

With the spirit of progress

Traditionally, marketing involved sound and vision , meaning two basic senses were involved. Advertisements, for example, prioritized what the customer could see and hear to convey information. History shows that this structure served its purpose well, but the technological revolution of the 21st century introduced significant changes. Technological advancements have influenced buyers, who are now more aware of consumerism, no longer a constrained audience, and are opening up to entirely new media. This is where marketers step in. They are seeking new ways to attract consumers. Scent marketing is the ideal solution, as the sense of smell is the strongest and most effective in strengthening the mutual relationship between companies and their customers.