subject: What is that gift shop aroma? Brand fragrance is a major motivator in sales [print this page] The often neglected sense of smell is far more connected to the emotions and memory, than any other sense. Therefore branding strategies , based on sight and sound alone, are incomplete. Most importantly since smell hits the emotions first, it works insidiously to make the customer want the product on a deeper more primal level than mere logic.
Just think of how you feel when you walk past a bakery, or enter your favorite restaurant. People have long connected food with smells, and those smells, like grandma's apple pie call up memories that trigger powerful emotions.
For centuries food smells have prompted customers to buy, but what about other kinds of businesses? How can business people use scent to sell cars, or hardware, or clothing? Machine scent works on the subconscious mind to influence people to buy products not often associated with scents.
Much like the subliminal messages dropped into frames of movies encouraging viewers to buy a cola, machine scent subtly emits aroma from existing heating and air ducts, or cause the exciting brand fragrance to flow from a small device on a countertop. They do not create a noticeable odor but instead they work on a very complex subliminal level.
Scents are not only used in stores, but are also infused into the products we buy. Not only do shampoos and soaps have a certain brand fragrance , but even our clothing, shoes, and cars have a scent unique to the brand and product placed in them. With the current economic climate evoking emotions by means of fragrance has become a vital part of successful marketing.
What is that gift shop aroma? Brand fragrance is a major motivator in sales
