Why scent your store: the benefits

The customer experience is made memorable by the invaluable little details included in the interaction after you've won them over and convinced them to join.

To stand out and be remembered in a sea of now indistinguishable perceptions in the world of promotion, it is now necessary to focus on originality, even in the field of sensory marketing.

Have you ever thought about welcoming your customers to your shop by wrapping them in a fragrance that fits your goals? The olfactory brand takes the paths less traveled and has an extraordinary capacity for persuasion.

The steps that need to be taken to maximize this KPI.

According to a Rockefeller University study, smell plays a large role in forming memories and emotions, with people remembering an average of 35% of what they smell, compared to only 5% of what they see, 2% of what they hear and 1% of what they touch. The limbic system, the brain's hub for controlling emotions and memories, actually processes smells.

The perceptions coming from the other senses must be dissected and elaborated, but the olfactory ones are instantly elaborated and transformed into irreplaceable emotions, linked to the environment in which they were experienced. Scent marketing exploits this link between smells and olfactory memory to produce emotionally charged experiences, even in the retail sector.

In fact, every odor perceived by customers in the store corresponds to a direct reaction in terms of attitudes towards the brand and purchasing behavior.
Retail olfactory marketing: an inexhaustible source of ideas.

The stores of the most exclusive brands are oases of attention to detail where nothing is left to chance. The strategic importance of consumer-facing environments had already been recognized by one of the greatest marketing and management experts of the 20th century, Kotler, who also highlighted how these environments have a direct impact on financial results.

The development of a distinctive olfactory scenography can become the key element that distinguishes the store and allows the brand to fully express its personality.

A personalized fragrance for your environment allows you to completely transform the in-store experience, tying all the other design elements into a clear and captivating message for your customers. Welcoming visitors to your business premises means immersing their senses in a 360° immersive experience.

All the advantages of a carefully chosen perfume.

Scent marketing has many positive effects on a retail store's ability to generate sales. First of all, a specially created perfume can lengthen the time customers spend in the store by between 16 and 40%.

A customer who has an incentive to stay longer at the POS is forced to make purchases and is more receptive to the commercial stimuli provided by the point of sale. His chances of buying increase drastically, as does his propensity to make impulse purchases or to add items to his cart that he didn't really need. The increase in average receipts of this trend follows naturally; in fact, Commerce Magazine claims that the aroma of a store can increase average revenue by 10% to 20%.

Increasing purchase intent can also be achieved by diffusing specific fragrances in a store. When a pleasant scent was diffused throughout the store, customers were more likely to purchase the displayed items by an additional 80%, according to research conducted by Nike. Conversely, the smell of coffee has been found to increase sales at gas stations by up to 300%.

Customers' openness to interacting with staff members and their desire to touch and use products are both on the rise. Long-term brand loyalty is largely influenced by the emotional connection a fragrance is able to create with its consumer. A pleasant and sensory-stimulating customer experience inevitably results in an unforgettable and favorable brand memory. An experience to be repeated soon.

What kind of perfumes does your store offer?

The noses of Essenzapura have amassed a wealth of retail related experience and case studies. Our Master Perfumers, whose background boasts numerous collaborations with fashion stores, shopping centers and retail channels belonging to the most heterogeneous commercial sectors, from hi-tech to food and beverage, have in fact developed the olfactory identity of numerous well-known luxury brands.

While olfactory marketing is "limited" to using the evocative power of fragrance to grace a brand's retail spaces, olfactory branding identifies the best fragrance to accentuate these spaces and make them truly unique for the customer's senses. The personality of a company must be captured in a distinctive olfactory pyramid by a designer perfume if it wants to talk about its vision and tell its story breath after breath. To create a consistent and unified fragrance in every area of your stores, perfume experts have expert knowledge of the most cutting-edge theories of the art of perfumery. They can help you choose the fragrance that best suits your industry, brand, target audience, and cultural quirks. The development of expert diffusion systems also requires their technical support. Create an olfactory collection that includes your signature scent to broaden the reach of your communication. Items such as scented candles, diffusers, room sprays or eau de parfum can provide each customer with true reminders of the immersive experience they had while visiting your venue.