Scent Marketing and Emotion

Our sense of smell is a powerful tool that can be used to make emotional connections with customers. Research has shown that certain scents trigger specific emotions, which can influence customer decision making. This makes scent an important factor in branding a business and creating loyalty.

Geurmarketing in de horeca can evoke a variety of emotions such as relaxation, happiness, or nostalgia. Choosing a fragrance that matches your brand identity and target audience is critical for effective scent marketing.

Exploring the Connection Between Scent and Consumer Behavior

For example, a bakery can use the scent of fresh-baked bread to increase impulse buying. Likewise, Starbucks’ signature coffee aroma can boost customer engagement and brand recognition. Scents can also promote a product’s benefits, such as the soothing scent of lavender to calm customers in a hospital or the refreshing scent of peppermint to invigorate customers in a gym.

The best way to utilize scent marketing is through customer touchpoints, such as your retail store or lobby. However, scented products can also be used on product packaging or included in promotional items mailed to potential customers.

Companies that successfully utilize scent marketing create an atmosphere that enhances their brand image and increases customer loyalty and repeat business. Pleasant, simple smells like lemon, basil, thyme, and rosemary are often chosen for relaxation, while fragrances such as rose or jasmine promote positive feelings and happiness. Other popular options are scents that are associated with a brand’s history and heritage, such as Apple’s signature fragrance that is created using a mix of green apples and mint or Singapore Airlines’ patented scent that is used on their aircrafts, in-flight amenities, and by their flight attendants.