Does your brand stink? literally!
In this blog I explore the idea that smell can have a profound effect on sales.
This is not a particularly new concept and in fact has been around for years. The basic premise is that by having a certain types of smells associated with your brand and or products in can increase sales. So why is this?
Our sense of smell has a direct link to our limbic system which houses emotion and memories.
This is why certain smells bring back very vivid memories. If you think of smells like fresh cut grass or salty sea air it will trigger memories.
There are many examples of brands that use smell to enhance the experience and trigger positive emotion to encourage you to buy. Does it work? Test show that yes it can. A study done in 2013 by the Global Journal of Commerce and Management Perspective said that ambient scent has the strongest impact when it comes to enhancing consumer behaviour in terms of emotion, evaluation, willingness to return to a store and purchase intention.
Hotels and the motor industry were early adopters in using smell to invoke a positive feeling. Some brands went as far as to create their own unique smells designed for them. In the case of the hotel the smell was calming and relaxing and was so successful they started selling candles with their signature smell as customers liked it so much.
Classic examples of smells that trigger emotions are the hospital, coffee shops, book shops. They all have there own smell.
Retailers are now using smell in stores to enhance the positive feelings that come with them, but it can work the other way and can even change over time. Let me explain. A well known fast food restaurant in the UK had an unfortunate smell in their restaurant of stale oil. Now for some this smell put them off eating there but for others they now associated the smell with the food and upon smelling it made them crave this brands food.
Its these associations that are so important over time people associate the smell with the brand or product.
Singapore airlines were very successful in using this sensory marketing to win and retain clients. Their unique smell was expertly used across the whole brand at every opportunity including the perfume the stewardess's would wear.
They used the same smell for years and customers got used to that smell and more importantly, they unconsciously associated this scent with the rest of the Singapore Airlines experience – lovely attendants, impeccable service, and so on.
There are many other examples where using scent as way of enhancing experiences and creating a positive environment that can increase sales and brand perception.
So what is your smell? Do you have one? Would you ever think about using one in your offices or even just in the boardroom? Let me know your thoughts.
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Author- Speaker - Consultant. Passionate about all things digital.