Isn’t it amazing how a dash of invisible scent molecules is able to transport you right back into a childhood visit to your grandparents? Or how the delicious aroma of freshly baked bread seems to lure you into that little bakery around the corner – despite your strict low-carb diet? Scent is perhaps the most ancient and automatic way through which humans make sense of the world.
Smell influences choice, influences thoughts and emotions during shopping, influences memory, scent awareness reinforce brand effectiveness.
Eyes receive 34GB of information every day! Advertisements and intense visual stimuli confuse consumers. Instead, the use of targeted aroma directly attracts their attention by creating feelings and influencing their mood.
“The pleasant smell at the point of sale positively affects the consumer, the tendency to enter, buy and stay longer in that place.“
Spangenberg, E.R., Crowley, A.E., Henderson, P.W., “Improving the Store Environment: Do Olfactory Cues Affect Evaluations and Behaviors“, JOURNAL OF MARKETING, Vol. 50, 1996, pages 67-80.
“84% of the public proved more likely to buy or enjoy the products when they were in a fragrant place. In the same survey, many of the respondents would pay a 10% -15% higher price for the product. “
PHILIP KOTLER & Lindstrom Martin, “Brand Sense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound“, New York, NY: Simon and Schuster, 2005.