Sensory marketing engages our senses to influence our buying behaviour in stores. Top brands who use this type of marketing sometimes associate their name with a specific fragrance to draw in and make a connection with customers.
Smells hold real sway over our emotions by evoking memories that can date as far back as childhood. Chosen well, they create a pleasant environment that taps into our sense of well-being and can put us in a more positive mood, one in which we are more likely to make that purchase.
There are no limits to the applications of sensory marketing and more specifically olfactory marketing in a shopping centre. Not only can scents make shoppers feel happier and more comfortable, the olfactory dimension creates differentiation between brands.
Mellow Yellow (shoes and bags): This brand introduced the same signature scent, an unusual fragrance that you notice from the entrance, into all its stores in 2015.
Designing and producing your olfactory logo has become fashionable and now museums, banks and hotels have caught scent of this marketing trend. Some examples:
Crédit Agricole: The bank’s 300 branches in France are scented with an exclusive perfume based on rhubarb and citrus that creates pleasant surroundings for customers and makes the waiting time more tolerable.
Hôtel Nelligan, Montréal: In a luxury hotel, the fragrances in reception can influence your decision on whether to stay or not. The new fragrance diffused in the lobby has had a very positive impact on the clientèle. If the olfactory ambience of a place is pleasant, it seems natural to imagine that the service will be too.
The comfort and sense of well-being produced by sensory marketing is an opportunity to attract and retain customers.
The sensory marketing specialists, Natarom can advise you on its various applications whatever type of premises or business you operate.