Brands strive for continuous development and competitive opportunities to enhance consumer satisfaction and strengthen their sense of belonging. Numerous studies have recently focused on investigating the impact of scenting on consumers’ emotions and whether it turns to action.
It has already been proven that scenting experiences improve customers’ emotions, enhance their memory (olfactory memory), and emotionally motivate them to stay longer or make positive decisions regarding a brand. In this article, we will explain the mechanism behind achieving these results.
The Role of Perfumes in Consumer Life
Throughout history, perfuming has always been associated with improving a person’s overall mood, celebrating joyful occasions, and providing a sense of contentment and happiness. Consequently, individuals naturally gravitate towards these emotions when they inhale perfumes, especially those that align with their personal preferences and circumstances. Certain perfumes evoke a sense of energy and vitality, while others promote relaxation and tranquility. Additionally, specific scents can trigger certain emotions or memories in an individual’s mind, which has intrigued behavioral study experts to explore these effects.
Emotional Stimulation and the Buying Instinct
A purchasing decision is not an impulsive or unilateral choice; rather, it is a complex decision influenced by various factors, including emotional stimulation. Therefore, the use of perfumes to stimulate the emotional aspect of consumers when making purchasing decisions or deciding to stay longer in a particular place can be crucial. Similar to the role of colors, designs, and customer service style, scent also plays an important role in these decisions.
Effective Implementation of a Scenting Marketing Strategy
Prior to implementing this strategy, marketing professionals within the organization should consider several factors:
- The primary goal desired by the consumer (prompt purchase decisions, extended stays, brand recall for future visits, etc.)
- Identifying the target audience and studying their preferences, particularly regarding perfumes
- Selecting an appropriate fragrance for the commercial facility space and field
- Regularly measuring the impact of the scenting experience to facilitate continuous improvement, gain insights into customer preferences, and focus on them
In conclusion, employing modern marketing strategies strengthens your brand’s position among competitors, enabling it to remain proactive, advanced, and pioneering. Create an unforgettable experience for your customers, work towards fostering stronger connections between them and your brand, and associate it with the appropriate scent in their memory.
