Scent Marketing: Why You Should Consider Using It

Using scent to entice new business is not a new concept.

We all know that old trick of baking a loaf of bread to sell your house, and the smell of a fresh bacon sarnie will always end in crumbs - no matter how healthy you’re trying to be!

Branding and marketing gurus have been preaching about the benefits of using different scents to advertise products longer than you discovered your sense of smell. Brands such as Nike discovered that purchase intent rose by 80% when they introduced scents into stores.

Whilst sight and sound are much more regularly used in design, here at PAGE we never rule out the benefits that smell can bring to the table. So why can scent become vital to the success of the marketing of your products?

Here’s why, along with some great examples of where brands have used scent in their campaigns.

The Science Behind Scent

Without getting too technical and science-y, it’s important to know that your sense of smell is unlike any of your other senses. As soon as this is triggered, it creates an instant response in your brain. A lovely, fresh scent is only going to trigger a positive response.

Creating quick responses and strong gut reactions = marketeers gold.

So, what is scent marketing?

Scent marketing is essentially the idea of utilising our sense of smell to create a positive, recognisable feeling which encourages brand loyalty and (hopefully) sales. You can then use this smell to remind customers of the previous great experiences they have had with your brand or product.

You only have to walk down the high street to be bombarded by brands utilising scent. From perfume to sausage rolls, it’s all there! Without you even realising, these scents are key to drawing you into certain stores.

Examples of Scent Marketing

Penhaligons

Perfumers have got it easy when it comes to scent marketing. Their tactics often include scented magazine pages and spraying scents onto their tissue paper when packing up your order. Well, Penhaligons go a step further.

They’ve been entertaining the world's nostrils with a dose of Britishness since 1870. With their high-end reputation, their scents are known to give an element of elegance and sophistication to their customers.

The Penhaligons marketing team is no stranger to scent marketing. They utilise scent on the high street by actively pumping their fragrance through tubes outside their stores. This marketing tactic gives passers-by no choice but to experience the luxurious fragrances the store can offer.

The perfect way to attract more customers into the store!

Lush

For almost 30 years, Lush has enticed customers into their stores with their distinctive smell of bath bombs, soaps, and shampoos.

The smell of Lush is like Marmite. You either love it or hate it. But everybody knows it! You instantly know when you’re near a Lush store because you can smell it before you see it, and it permeates every item on your being once bought.

It’s the perfect way to spread that scent to fellow shoppers and generate more business!

Abercrombie & Fitch

American-based retail giant Abercrombie & Fitch is known for using the same scent in all of its stores. Targeting millennials (20-something-year-olds) they aim to leave a lasting impact on their shoppers.

The clothing company uses its very own fragrance to increase brand recognition and enhance its customers’ shopping experiences.

Bloomingdale’s

Another fashion-focused brand that utilises scent in its marketing is Bloomingdale’s.

They actually use different smells in different parts of their store in a very subtle way. You can find hints of lilac in the lingerie section or an aroma of coconut as you walk past their swimwear.

The scents are so subtle that you could miss them. Although they’ll leave you remembering your (hopefully pleasant) shopping experience.

If you’re thinking of switching up your marketing strategy or you’re intrigued by the idea of scent in marketing, why not try it out for yourself? It’s been a huge success for brands over the years and it’s scientifically proven to work!

To find out how you could start to incorporate scent into your product marketing and brand design, get in touch with the team at PAGE. We’ll be more than happy to help.