- How can you use fragrance in order to make customers come back for more?
In general, customers are more likely to return to places where they had a positive experience. As we have seen in the above examples, scent is a strong sense when it comes down to the total customer experience, because people rate the overall service as better in a scented environment.
If we assume that a customer had a positive experience in a fragrant store / place; we have made a connection between that experience and the scent in our brain. When exposed to that fragrance again, our brain will directly bring back those positive feelings and experience.
- How does Scent Marketing future look like in an environmentally friendly e-commerce & Internet of Things?
Overall, we see a significant increase of companies embracing fragrance as part of their branding strategy. Instead of using generic fragrances, they will design a unique fragrance just for their brand.
We have seen steady growth of scent marketing within the hospitality industry and we expect to see an increased growth over the next few years across retail and automotive industries as well.
I expect an increase of the use of scent of Point-of-Sale scent marketing tools. Some washing powder manufacturers already use this, while the scent of the washing powder is one of the main unique selling points so it’s very important that people are able to smell it before they decide which one to purchase.
But what about having people ‘sample’ your cookie by smelling it right on the shelf in the supermarket? They will definitely be seduced by the delicious scent, and may be more likely to buy the product.
Using scent can also be applied by companies who are only present on the internet and don’t have ‘offline’ stores. When a customer receives a package from an online company, the unboxing experience is extremely important to the customer and brand experience. If people can experience a smell which relates to the brand or the product, it will bring this unboxing experience to a whole new level. There are many ways to integrate scent in a branding strategy and it is not limited to companies which are present in the offline world.
Finally, I expect an increase of using scent within office buildings; for example, using scent can help employees to be more focused and in general it’s well known that people perform better in a stimulating, comfortable environment.
Scent will become more and more important within all type of businesses!