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Home  /  Experiential retail  /  Is scent the key to happy customers and happy brands?
Is scent the key to happy customers and happy brands?
10 September 2018

Is scent the key to happy customers and happy brands?

Written by Amanda Jackson
Experiential retail Leave a Comment

In this latest video Christophe Laudamiel, Master Perfumer, discusses the powerful relationship between scent, our sense of smell, and our emotions.

The emotional recall produced by a particular smell, your scent memory, is far more powerful than the recall created by any of our other senses, like sound.

 

Monell University Scent Quote

It is clear that scent marketing, or fragrance marketing, provides brands with the opportunity to enhance customer experiences and drive brand loyalty.

How do scents affect customers?

Scent can transport you in time and in space, to trigger a positive emotional response. Whilst it is impossible to control where the scent memory takes you, it’s effect can be very beneficial and long-lasting.

Scent memory

Our sense of smell is one of our most powerful senses. There is a scientifically proven link in our brains between memory and smell

It is said that scent can help you remember things vividly. In fact, Laudamiel goes on to say that scent is like a “three-dimensional memory” that is very precise and can be remembered for a long time.

The psychological effect of scents can potentially alter moods, behaviours, and responses, and herein lies the opportunities for brands to connect with customers.

 

What opportunity does scent marketing bring for brands?

Brands need to be aware of scent memory and the opportunity it brings to connect with customers on an emotional level.

With its power to create strong emotional connections, scent can and should be at the heart of brands, much like a mission statement, company values and people.

Luxury and premium hotel brands are already using scent to enhance the decor in a hotel, to elevate the mood of guests to create a more pleasant and memorable experience. The positive consumer response to smell can deliver real business benefit for brands

 

Nike Quote

The Business Impact of Scenting Report 

A report commissioned by Premium Scenting into the Business impact of Scenting provides insight into consumer responses to smell and highlights the benefits of experiential and scent marketing for brands.

 

 

The report concludes that scent marketing and other multi-sensory marketing can really drive brand loyalty through deeper, more emotional connections between brands and customers.

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Amanda Jackson

With 25 years' experience in B2B global marketing, Amanda now leads category strategy and marketing for the Premium Scenting and Ambius global businesses for FTSE100 Rentokil Initial across its global network of branches. Working with brands to create more empowering workspaces and deliver the ultimate customer experience is what excites her.

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