There's a chance that aromas will increase your spending. Studies have shown that aromas, such as vanilla or citrus, can increase sales as much as a store's lighting or music.

What Is Scent Marketing?

Scent Marketing is the deliberate application of aromas at key points of contact with consumers. With the proper aroma, you can leave a lasting impression on customers and make their shopping experience one they won't soon forget.

It manages to be both direct and oblique. Because the chosen aroma may be diffused through open doors and windows, it is aggressive because it expands a store's potential customer base. The fact that most buyers don't recognize the aroma they're smelling was designed to make it inconspicuous.

The Power of Scent

ThoughtCo argues that because of the emotional impact of scents, they may also have an effect on consumer decisions. Lavender, basil, cinnamon, and citrus are all calming, while peppermint, thyme, and rosemary are all stimulating. Rose encourages optimism and happiness, whereas ginger, cardamom, licorice, and chocolate tend to arouse love impulses.

Researchers at Washington State University discovered that simple odors, as opposed to complicated mixtures of scents, are effective motivators when it comes to spending. This is due to the fact that consumers' brains are free to conjure up ideas connected with basic odors like citrus and pine without exerting too much effort.

What we showed was that the simple aroma was more effective," said Eric Spangenberg, one of the study's authors and the dean of the College of Business at Washington State University at the time.

The researchers created two smells for the experiment: an orange aroma and an orange-basil-green tea scent. Over the course of 18 days, researchers tracked the behavior of over 400 consumers at a home furnishings retailer while the store's air contained either a simple aroma, a complex scent, or no perfume at all.

The study found that the basic aroma increased spending by 20% among the 100 shoppers who were exposed to it.

Researchers conducted a series of tests in which students were tasked with resolving problems in a wide range of contexts. Students were able to complete more problems in less time when a simple scent was present, as opposed to a complicated scent or no scent at all.

According to Spangenberg, the study shows how important it is to learn how customers react to different aromas.

When asked about the effects, he stated, "Most people are processing it at an unconscious level, but it is affecting them." "From the retailer's and marketer's point of view, the most important thing to remember is that a nice aroma is not necessarily an effective scent."

Andreas Herrmann from the Switzerland's University of St. Gallen, David Sprott from Washington State University, and Manja Zidansek from the same institution all contributed to the research that appeared in the Journal of Retailing.

The Psychology of Popcorn

Scent marketing can also be compared to the way popcorn is sold in theaters. They go in, and the aroma of popcorn is the first thing they notice. We didn't just happen to get here. Concessions, rather than movie tickets, are the main source of revenue for a cinema.

In order to set the mood for the event that is about to begin, even cinemas that offer entire meals in dine-in stadiums have popcorn popping as soon as customers enter the building. Scent association not only brings back memories of former trips to the movies but also of the delicious treats that can be enjoyed again.

How Do Businesses Use Scent Marketing?

As e-commerce grows, physical establishments are turning to smell marketing to compete with the convenience of internet shopping.

By appealing to consumers' sense of smell, businesses can discreetly persuade consumers to associate their brand with a particular aroma, increase their time spent in their stores or establishments, and ultimately develop a good association with the brand as a result.

Scent marketing has been shown to have a significant impact on consumer behavior, with one study showing an increase in buy intent by up to 84% among Nike customers. Artificial scents have been shown to increase gambling revenue by 45%, according to another study. According to the study's findings, the following advantages can be gained from being exposed to a pleasant ambient scent:

• The scent in the environment improves cognitive functions including recall and recognition.
• It encourages customers to spend more time in a store or establishment.
• People are happier and have more fun as a result.
• A customer's experience is enhanced as a result.

How Can You Make Your Business Smell Good?

Scent marketing can be used in a wide variety of settings. Some hotels, including Hyatt Place, have used olfactory branding for a long time. Hyatt Place, according to the Harvard Business Review, debuted with a characteristic smell it calls "Seamless," which combines blueberries and floral notes on a base of vanilla and musk. Hyatt's goal, like those of other corporations engaging in fragrance branding, is for guests to subconsciously link the hotel with a pleasant aroma.

The aroma of baking chocolate chip cookies at the Magic House at Epcot Center in Walt Disney World in Florida is calming and comforting to guests. According to ThoughtCo, Singapore Airlines sprays a proprietary fragrance known as Stefan Floridian Waters. The company utilizes the fragrance on its planes, the flight attendants use it as a perfume, and it's used to wash the towels that passengers use during the voyage.

There are many other uses for scent marketing outside of simply encouraging more purchases. The use of aromatherapy in medical and dentistry waiting rooms has been demonstrated to reduce anxiety, namely among cancer patients awaiting MRI testing (vanilla) and dental patients (lavender). Scent branding and marketing have progressed to the point where firms can target highly particular emotional responses. Leather's rich aroma is a surefire technique to attract upscale shoppers to a store. Both linen and cotton are associated with freshness, health, and the arrival of spring.

Every company that wants to make a sale wants to persuade its target market to buy its wares by shaping its beliefs and actions. Adding scent marketing to your existing marketing tactics is nothing more than a logical next step. Any desired mood can be achieved by selecting the right fragrance(s) or blending them together.