Marketing a new business requires a multifaceted approach.
While you’ve been busy optimising your website, polishing your social media platforms, updating your blog, taking out newspaper ads, sending out fliers and beautifying your display cabinets, there’s one element you’ve overlooked…
…scent marketing.
Given that 75 per cent of our emotions can be generated by scent in a day (our mood is improved by 40 per cent when exposed to pleasant fragrances), it’s unsurprising it takes just 15 seconds for customers to decide whether they’re going to remain in your store or head straight for the exit.
Indeed, smell is highly emotive, a sentiment the perfume industry understands perfectly, with large perfumers dedicated to creating fragrances that suggest a wide range of emotions, including desire, energy and relaxation.
As a result, creating a powerful fragrance in your premises is beneficial.
Creating an Immediate Impact
Whether you’re housed in a poky shop or a sprawling retail unit, it’s vital you make an immediate impact to draw your customers in, making sure you deliver a distinctive and unforgettable retail environment where buyers feel comfortable.
But how?
Thanks to scent marketing, your business can enhance its existing offering with a unique sensory experience, working alongside visual merchandising to separate your business from its competitors and increase customer loyalty.
After all, smell is one of our strongest senses and is directly linked with memory – so if your company is making the most of technological advances, these fragrant micro-particles will furnish your store with a subtle and sophisticated aroma your customers will love AND remember.
These fragrances include…
- Citrus Blossom
- Blue Wood
- Refreshing Lavender
- Chocolate Chip Cookie
- Iced Pina Colada
But if you don’t fancy any of the above, your business could even get to work on creating its own bespoke fragrance, joining a long line of leading designer clothing labels, hotels and even car manufacturers.
Shaping Up Your Scent
It’s no secret, then, that customers stay longer in pleasantly scented environments – and the longer people stay in your store, the more likely they are to purchase. Consequently, if your premises smell like a rubbish dump, it’s time to shape up.
Admittedly, every environment is prone to bad smells, which is why many of us will go to great lengths to get rid of odours in our homes or businesses by using air fresheners. However, a business failing to follow suit will ultimately be dumped on the scrapheap.
So no matter how well optimised your website is, how many followers you have on Twitter or how many readers your blog has, if your store fails to keep customers in it for longer than 15 seconds, it won’t be long until your business closes its doors for the last time.
Article Submitted By Community Writer
