The Power of Scent, or How to Seduce Your Customers

Retailers who are more successful in scent marketing create scents that are subtle, unique, and reflect the brand's message. These are companies that consider stimulating every sense, while prioritizing smell. This is all done to encourage customers to develop an emotional connection with the brand, encourage them to visit the store, and stay there as long as possible. Why does the sense of smell take the lead? According to research, more than 65% of people remember memories associated with a scent, even after a year. Therefore, just one simple inhalation of a skillfully delivered fragrance can trigger flashbacks to a brand or its product. Why should fragrance be subtle? A fragrance that will succeed in a retail environment should be subtle. Almost imperceptible upon entering. A delicate scent is meant to evoke pleasant moments spent in the store. Overly strong scents can have the opposite effect. One well-known clothing brand sprayed fragrance at such a high level that it was protested by Teens Turning Green, an organization that brings together and inspires young people to adopt environmentally friendly practices. The habit of over-scenting leads to rapid habituation to the scent, which is close to exceeding permissible limits. Is a fragrance showcase built based on culture and geography? When creating a scent for a store or brand, it's crucial to consider the geography and culture of a given country. It's crucial to understand the olfactory preferences of the inhabitants of a specific area. These preferences are based on traditions, behaviors, food, and products unique to that country and environment. What is the role of the subconscious in this? Relying on subconscious cues to induce a longer stay is nothing new. McDonald's and other fast food chains deliberately use red, yellow, and orange to increase hunger. And why do you think casino carpets are such tacky eyesores? One theory is that they're designed to make you take risks and bet again and again. Similarly, an unnoticeable scent encourages you to shop and spend more money. Who is flavoring? Who should we follow? H&M and Calvin Klein scent their stores. Hugo Boss uses a smooth, woody scent to accentuate their minimalist decor. Bloomingdale's uses different scents in different departments—coconut for swimwear, lily for lingerie, and powdery aromas for baby clothing.