What's scent marketing all about? Skillfully managing scents. Controlling them to create a positive atmosphere at the point of sale and multiplying opportunities for impulse purchases. As with any field, scent marketing also carries certain pitfalls. How can you avoid them?
Scent marketing is a concept based on olfactory sensations. Using pleasant aromas, which penetrate
subconscious levels, can achieve increased sales and build customer loyalty. However, there are as many interpretations of the phrase "pleasant character" of a scent as there are people.
Moreover, some people suffer from contact dermatitis, increased sensitivity to chemicals, and hyperosmia (hypersensitivity to smell), which sometimes results in asthma and panic attacks.
Responsibility and understanding
Overall, the number of allergy sufferers is still lower than the number of healthy individuals. Therefore, anyone considering aroma marketing must act responsibly, put themselves in the customer's shoes, and respond with compassion and understanding.
Smells around us
What do the facts say?
Smells surround us all. A pile of unwashed dishes, an unemptied trash can, the scent of a sweaty man on a tram, hayloft feet basking in the sun, street vendors selling aromatic pretzels. Let's be reasonable. No one can deny the existence of these scents. They exist, they spread, they dissipate. We have no control over most of their presence.
Scent marketing is about managing scents properly and effectively . How can we achieve this?
Customer Opinion
Personal consumer preferences and potential health conditions play a key role here. It's important to consider that customers will be proponents of free will and want to control their olfactory experiences, or lack thereof. Therefore, use scent where necessary, and maintain other public spaces in their natural scented environment.
Quality versus quantity
Provide fragrance of the right quality and in the right proportions. Tend to purchase fragrances from reputable sources and/or countries with institutions that oversee ingredients and production processes.
More isn't always better . Don't overwhelm your customers or your staff with scent. People regularly exposed to fragrances eventually stop noticing them. It's easy to lose control and over-stimulate the fragrance delivery system. This can lead to the opposite of the intended result.
Harmony of scent and environment
Make it easy for consumers to relate to the scent they're experiencing. This will avoid confusion and minimize negative reactions. For example, the scent of coconut oil might not be appropriate in a hypermarket around Christmas, but it works year-round in travel agencies selling tropical vacations.
