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Olfactory marketing: what is and what is the benefit that brings?

2015-11-04
 

Olfactory marketing is based on the use of scents in commercial establishments, in order to provoke different emotions to influence the behaviour of workers and customers.
There are countless benefits we get by adding scent marketing at our business premises. Recent scientific studies claiming that scents cause unconsciously powerful effects on human behavior as relax, calm, stimulate us, scare us, lead us, seduce us, excite us, etc. Numerous scientific studies have shown that the sense of smell is the one that generates more feelings, since people remember a 5% of what they see, 2% of what they hear, and 35% of that smell. It is important to know that, right at a point of sale, scent increases predisposition to buy 20%.

The scent marketing, also gets the consumer to identify an odor determined with our brand, improving your memory and preference to competitors, producing this association quickly in the mind of the consumer.

In addition, if we combine the olfactory marketing with other elements of the environmental merchandising, such as lighting, decoration, the temperature and the animation at the point of sale, we will improve the experience of the customer in the store. It is important to note, that the scent marketing does not take place only in establishments, out of these is also used.

A clear example of the effectiveness of this technique, we find it in a campaign of Dunking Donut made in South Korea. In this country there is a lot of competition of cafes and mark tried to stand above the rest. His action was placed on buses a dispenser that exuded the aroma of freshly brewed coffee whenever it sounded like an ad for the brand. At the end of the crib the next bus stop had an establishment of the brand just in front. This resulted in a growth of 16% consumer and sales increased by 29%.