Scent Marketing:

A Strategy to Sell More, Increase Repeat Visits and Build Your Brand

Scent Is More Powerful Than You Think

The olfactory system is directly connected to the limbic system, the seat of human emotions, and the hippocampus, the memory center of the brain.

Emotion and memory are key drivers of purchase behavior.

Scent Marketing in Your Store

Numerous scientific studies have proven that adding scent to the store environment affects consumer behavior in a variety of ways that are good for business.

Increase salesImprove customer perceptions of your store & product qualityEncourage customers to spend more time in your storeAssociate positive emotions with your store and productsIncrease customers’ intention to return to your store

Scent Boosts Sales• When the aroma of fresh

baked bread was dispersed in a grocery store, sales in the bakery section tripled.

• In a clothing store, sales almost doubled on days when a gender-specific scent was used.

• Scent in a casino proved to increase gambling revenue by 45%.

• At a restaurant, patrons spent 15% more time and 20% more money in a scented environment versus non-scented.

People spend more time in jewelry

stores that are

scented.

Customers who spend 40

minutes in a store are twice as

likely to buy as those who spend 10 minutes.

Customers are willing to spend

10-15% more money for the same item in

stores that have scent.

Scent increases recall of unfamiliar

brand names and increases recall of specific

products and their features.

Scent Changes Consumer Behavior

Scent Changes Consumer Perceptions

Ambient scent increases positive product evaluations by 25%.

When asked to evaluate the quality of two identical products, subjects consistently rated the product in the scented room as being of higher quality.

Rising Emphasis on Scent

General merchandise and grocery stores, take note:

More and more CPG companies are placing a heavier strategic emphasis on scent.

This is supported by shifting demographics, particularly the growing Hispanic population in the US, who seek out products with strong fragrances.

The Fragrance Conundrum

Fragrance in consumer packaged goods, personal care and cosmetics is a major differentiator

But, the fragrance is locked inside the bottle and can only be enjoyed after purchase

Beyond the Bottle

Scent marketing liberates fragrance from the confines of the bottle.

Now the fragrance that defines the brand can be used to sell more product!

Why Scent at the Point of Purchase?

To introduce a new product or a new scent

To reinforce a trusted and familiar product scent

To “explain” the product’s scent

Scent Marketing Can Help Cut Costs

Using scent marketing can help CPG companies and retailers save money by removing the need for costly self-sampling of scent

Reduce spills, drips and damaged product

Scent Helps Sell Soft Goods Too

In scented stores, customers:• Spend more time• Spend more money• Develop a better opinion of the store and its products

Many Top Retailers Already Use Scent Marketing

Scent Marketing Methods

Ambient scenting Can be done with motion-activated, timed or user-initiated shelf devices, or ambient scenting with free-standing machines or scent diffusers connected to the HVAC system

Advertising Direct mail envelopes and postcards can be scented, as can print advertisements in magazines and coupons and displays

Want to Learn More?

www.scentworldevents.com

Cutting edge scent marketing solutions, applications, research and technology to help

you sell more!

• Access latest scent marketing research and technology• Have a voice in this growing industry• Network with scent marketing providers worldwide• Enhance your credentials in an area that can benefit

clients• Protection from anti-fragrance initiatives & activism

How Can You Get Involved?

To take full advantage of the scent marketing growth opportunity, join the Scent Marketing Institute

The Scent Marketing Institute

Contact SMI todayJennifer Dublino

Jennifer@scentmarketing.org Join online

561-400-0009

www.scentmarketing.orgwww.scentmarketingdigest.com

Cited Scent Studies• Fresh baked bread study - Hirsch, 1995, International Journal of Aromatherapy• “Effects of Ambient Odors on Slot Machine Usage in a Las Vegas Casino” Hirsch, 1995,

Psychology and Marketing• “Odors and Consumer Behavior in a Restaurant” Gueguen and Petr, 2006, International

Journal of Hospitality Management • “A Study on an Effect of Olfactory Stimulation on Product Image by the Type of the Product”

Oh, Lee and Kim, Dept. of Industrial Design, KAIST, Daejeon, Korea• “Ambient Odor and Shopping Behavior” Knasko, 1989 Chemical Senses• “The Impact of Ambient Scent on Evaluation, Attention, and Memory for Familiar and

Unfamiliar Brands” Morrin and Ratneshar, 2000, Journal of Business Research• Athletics study - Raudenbush, Wheeling Jesuit University • “The Presence of a Pleasant Ambient Scent in a Fashion Store”, Douce and

Janssens, Environment and Behavior, 2011 • “Product Scent and Memory” Krishna, Lwin and Morrin, 2009, Journal of Consumer Research• "Air-Design: Exploring The Role Of Scents in Retail Environments", Stohr, 1998, European

Advances in Consumer Research