Scent has become an integral part of the marketing mix. International companies including Victoria Secret, Hugo Boss, Singapore Airlines, and Marriott, to name a few, have long ago made scent a standard in their marketing campaigns. And the market research is there to back up what the industry experts know; that scent maters. For example, a 1998 study from the University of Paderborn in Germany identified that “olfactory communication” increases the consumer’s perception of brand quality and a 2011 study from Hasselt University in Belgium stated that customers are more likely to revisit the store if it is linked to a pleasant smell.
However, the ability to use multiple scents in one room has eluded scent marketers. The large canisters that disperse the scent particles have historically left the residue of scent long after the scent has been dispersed. That is why we are so excited about the ScentScape. One of the benefits of its innovated technology is that we can now release multiple smells in a short period of time. This truly opens the doors of possibly for scent marketing with the ScentScape. Imagine comparison shop the smell of different laundry detergents, deodorants or perfumes. How about smelling a menu before you decide what you want to order.
What do you think?
What are some applications of scent marketing that you would like to smell?
We would love to hear from you.
Klara, R. (2012). Something In the Air. Adweek, 53(9), 24-27.
Artwork by Leighton Phillips (http://l8.deviantart.com/art/The-Colour-Of-Scent-1024×768-76587284)