Scenting is a unique and powerful form of sensory branding that offers companies the opportunity to differentiate their brand and establish an emotional connection with consumers.
Out of the five senses, the sense of smell is the strongest and is linked the closest to emotions and memory. Scent stimulates the emotional cortex of the brain triggering emotions that form a unique bond, significantly transforming how one feels about a brand or experience.
Studies show that when evaluating brands, people primarily use emotions (personal feelings and experiences) rather than information (brand features and facts). Positive emotions towards a brand have far greater influence on loyalty than trust and other judgement which are based on a brand’s attributes.
By going beyond the traditional sensory cues of sight and sound, brands are now taking advantage of the sense of smell to establish a stronger and longer-lasting emotional connection with consumers.
As the customer journey becomes increasingly complex, multi-channel and social-centric, companies and brands must focus on determining which moments have the most impact and deliver the best possible experience at every touch point along the customer journey.
Enhance Brand Experience
Scent enhances the brand experience by inspiring certain behaviors towards brands and products. It can influence perceptions making experiences more enjoyable, more emotional and more memorable.
Improve Customer Experience
Scent enables customers to recall a brand and better communicate the brand’s attributes.Scent creates positive associations with the brand throughout the customer journey.
Build Emotional Connections
Scent can amplify a brand experience to establish a long lasting connection with consumers. Emotional connections engenders loyalty and influences purchasing decisions.