Have you ever smelled something that instantly brought back memories or feelings from your past? 

For thousands of years, scents have been used in diverse ways by ancient cultures. A high value has always been placed on smell, from baths and body embalming to perfumes and incense. 

Certain scents are almost hypnotic. Scents and memories are sewn together tightly. Scents can mean luxury and build an unforgettable brand identity. Scented stores are seen as high-end. 

This is why scent marketing is such a powerful tool. 

Why do retailers use scent marketing? 

It’s experiential marketing at its finest.

The goal behind it is to create the ultimate shopping experience that’s almost impossible to forget. Retailers turn to scent marketing to captivate their customers and improve sales. 

Think about your own experience the next time you visit retail stores. What senses are being invoked? Light, sound, and smell combine to create an experience that pleases your senses. This attracts customers and brings them in. 

Often, a scent can put you in a heightened emotional state, leading to greater sales and customer retention. As one of the most developed senses, smell has a strong connection to memory. When something smells nice, it draws you in. When something smells bad, it repulses you. Both are equally hard to forget. Your retail store can be recalled or not because of its smell.  

The statistics speak for themselves. It’s estimated that close to 75% of everyday emotions are linked to smell. This is the science behind scent marketing. 

How to use scent marketing in your retail store

Retailers choose fragrances that appeal to their target audiences. There are various methods and types of fragrances to choose from. It depends on the mood you’re trying to create and where you’re trying to create it. 

Choose the places you want to create aromas. This can be done in the entire store or in different areas within the store. 

Strategic shop positioning is also a vital part of using scent marketing effectively. Starbucks and Cinnabon are two great examples of this. They’re always located in densely populated areas. They’re always there in the middle of a shopping centre when you want to sit down and rest for five minutes, or when you climb off the bus or get out of a taxi. 

The trick to using scent marketing effectively is to understand the ins and outs of it. Learn more about your customers, conduct scent research, and then match the scent. The time of year can also have an influence on the choice of scent. 

You must understand the experience you want to give your customers before choosing a scent. What emotions do you want them to feel? When you think about your store and products, what feelings come to mind? Combine these to choose a memorable scent that suits your brand. 

Lastly, being subtle is important. You want to use fragrances to your advantage and not let them overpower your store. Strong smells can chase people away. Diffusers and scented candles are popular ways to control scent. 

Scent marketing strategies that work

Thematic scenting 

The most common form of scent marketing is used to create a mood and place emphasis on a specific setting or decor. It’s an unignorable smell that completely absorbs you. Think of popcorn near a cinema. 

Ambient scenting 

Ambient scents are the easiest form of scent marketing. They’re used to improve the customer experience and nudge customers toward store areas where they are more likely to buy.

Aroma billboards

They pass on the desired scent of your brand to people who are passing by or inside your retail store. You can place them near your store, on the outside of it, or inside it. This is the most forceful form of scent marketing. It’s potent and hard to control. 

Signature smells 

As the name suggests, a signature smell is specific to your brand and not found elsewhere. This is an expensive option and requires a lot of attention to produce, depending on your retail store. 

To wrap things up

Scent marketing can build your brand identity and enhance your customers’ shopping experiences. It can make your brand literally unforgettable and greatly boost visitors and sales. But like any marketing strategy, it must be thought through carefully. 

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