In a world where brands constantly seek new ways to stand out, scent marketing emerges as a key strategy for creating memorable experiences and strengthening positioning. Beyond visual and auditory stimuli, scents have the unique ability to trigger memories, evoke emotions, and ultimately influence consumer perception.
Why is smell key to brand experience?
Scent marketing expert David Abellán explains it clearly: a well-chosen fragrance not only enhances the atmosphere of a business but also creates an emotional connection with the customer. According to neuromarketing studies, 75% of daily emotions are influenced by smells, making the sense of smell a powerful tool within a sensory branding strategy.
The impact of scent marketing on purchase decisions
Numerous studies have shown that scents can increase the time customers spend in a commercial space and create a sense of well-being that predisposes them to make a purchase. Leading brands have developed exclusive fragrances that not only reinforce their identity but also create a direct association between scent and the experience they offer.
How to implement a scent marketing strategy
To fully leverage the power of scent marketing, a brand should follow these steps:
1. Define the olfactory identity: Choose a fragrance that aligns with the company’s values and personality.
2. Strategic application: Implement the scent in key areas such as physical stores, packaging, or even corporate offices.
3. Multisensory consistency: Combine the scent with other branding elements, such as visual identity and auditory experience.
Success stories: when a scent becomes a brand’s signature
Companies across various industries have successfully applied scent marketing with remarkable results. From hotel chains that use relaxing fragrances in their lobbies to retail brands that associate their identity with specific scents in stores. These cases demonstrate how a well-chosen fragrance can generate lasting memories and customer loyalty.