THE BEST ROUTE to your customers' wallets may be through their noses.
At least that's the theory behind scent marketing, a tactic embraced by a growing number of small businesses. They're infusing their sales spaces with a variety of smells deliberately chosen to influence shopping behaviour.
“We want to engage our customers as much as possible,” says store manager John. To help sales of its clothing, footwear and accessories, the company has been seasonally scenting the air inside its stores for a few years. “It's definitely been successful,” he says.
For the holiday shopping season the stores use diffusers to spread the scent of pine; come spring, a fresh green tea and lemongrass scent wafts through the aisles. “We're trying to create a positive connection,” John explains.
Science says he's on the right track.
Smells create an immediate psychological impact because they hit the limbic system of the brain, home to emotions and memory. “A scent stops you in your tracks,” says Bangkok based perfumer Anthony Wright. “Any smell can recall a connection in a person within a second.”
And since people take about 23,000 breaths a day, there are plenty of opportunities for businesses to connect with their buyers.
“Retailers should seriously consider ambient scent in their marketing toolbox,” Ryerson University professor Richard Michon concluded in a recently published research study. “It is probably among one of the least expensive techniques to enhance shoppers' perceptions.”
Ambient scenting, the most common form of scent marketing, can be done for as little as about $150 a month. Its cousin, scent branding, requires bigger commitment so as to develop a signature scent specific to a brand. Some users employ a diffuser, while others disperse the fragrance through their heating and air-conditioning systems.
What do you get for your money?
Well, research suggests that the right scent not only can induce customers to open their wallets, but also can make them feel comfortable, which is why hotels use fragrance extensively. Smell can also cause folks to linger in a store—increasing the chance of a sale.
A real estate broker of high-end properties around Phuket often uses a neutral fragrance such as white linen when showing a property to prospective buyers. “The scent of a home makes a huge difference. It's one of the most important considerations,” she says.
Like any promotional tactic, scent marketing requires planning to be effective.
The first step, says Larry H, Customer Service Manager of NeoScent International in Bangkok, is deciding what you want to accomplish. Are you trying to make buyers feel welcome, for example, or to embed the company brand in their brains?
Next, consider the feeling you want to create and choose the appropriate aroma (see sidebar). It should complement your products, decor, background music, store layout, etc. A feminine scent in a menswear store wouldn't work well, for example. “You have to pick the right scent, not just the one that you like,” Larry says.
Finally, remember the real estate mantra: location, location, location. Where you position a diffuser is critical. Do a walk-through of your space to get an idea of airflow, because even a pleasant scent can be too intense if it's trapped in a small space. And if that's the case, customers' noses may lead them to the exit, not to their wallets.
Want happier buyers? There's a scent for that!
LOOKING TO STIR a specific emotion, mood or desire among your customers with scent? Here are some ideas to get you started.
Co-operation. Smelling pleasant aromas such as baked goods and citrus has been proven to make people happier and nicer, which could be useful for your customer service area.
Size. If your shop is very small, an ocean scent or an apple-cucumber combination can make it seem spacious. If you have a large shop, a fireplace or barbecue smoke scent can make it feel homier.
Relaxation and comfort. Lavender, vanilla, lemon and chamomile all have calming properties that help control stress, which is why they are common fragrances in spas.
Athletic performance. Peppermint and jasmine are ideal for gyms, as they can energize people.
Staff productivity. Lemon has been shown to help work performance.
Cognitive performance. Rosemary and cinnamon can promote alertness and concentration, making them good candidates for environments in which attention to detail is critical, such as a bank.
NeoScent International can help you choose the right scent for your location or even compose a bespoke scent for you. Reach out to us through our website www.neoscent.com or contact us at +66 2559 2330 to take your business to the next level.