Did you know that our sense of smell is the strongest of the five senses? A fact well-supported by a wealth of research in the realm of scent marketing, showcasing its significant influence across diverse business landscapes. This article delves into some of the most relevant statistics and sheds light on the scientific underpinnings of Scent Marketing. By the conclusion, you’ll garner a deeper comprehension of how to adeptly harness Scent Marketing to enhance your business operations.
Our sense of smell is managed by something called the olfactory nerve, which has a direct link to the part of the brain that handles memories and emotions. This link allows scents to influence our mood, focus, memory, and emotions. It's quite fascinating that 75% of the emotions we feel every day come from what we smell. This makes us 100 times more likely to remember a smell compared to something we see, hear, or touch. Some studies in scent marketing show a 40% boost in mood when people are around pleasant scents.
A method developed by International Flavors & Fragrances, Inc., helps measure how different scents can change our mood. They found that scents can affect eight major mood factors: irritation, stress, depression, apathy (lack of interest), happiness, sensuality, relaxation, and stimulation.
A study from the Sense of Smell Institute shows that while we might forget images (our recall drops to about 50% after three months), we remember smells much better, with a 65% accuracy even after a year. Another study at Rockefeller University found that in the short term, we only remember 1% of what we touch, 2% of what we hear, 5% of what we see, 15% of what we taste, and a remarkable 35% of what we smell.
These facts highlight some of the many reasons why we are naturally attracted to scents in the products we choose and in the world around us.
BENEFITS FOR BUSINESSES
The rising trend of scent marketing is carving a significant niche in the business arena, offering a myriad of benefits. So, how can scent marketing amplify your business operations?
Enhance Value Perception:
Consumers often associate scented environments with a higher degree of luxury and quality. A notable study by Nike unveiled that scent marketing elevated the allure of shoes for 84% of participants, who were inclined to shell out an additional 10-20% for desired products in scented settings.
Boost Shopper Engagement:
The allure of a pleasing scent entices shoppers to extend their stay, on average, by a noteworthy 15 minutes or more. Research in scent marketing spotlighted that Samsung shoppers misjudged their actual shopping duration by 26%, and explored thrice as many product categories when enticed by themed fragrances. Moreover, a distinct study in a casino setting illustrated a remarkable 45% revenue spike from slot machines in scented zones, along with a 40% surge in dwell time compared to unscented areas.
Elevate Employee Productivity & Morale:
A study conducted by a Japanese firm discovered that aromas of lavender and jasmine significantly eased the stress levels of data entry operators, while the invigorating scent of lemon propelled productivity by an impressive 54%.
Accentuate Themes or Products:
Scent is a powerful tool to instill a distinct character in a themed setting, transport customers to a different realm, or spotlight a specific product. For instance, a popular night club in London witnessed a twofold increase in sales of a particular Malibu beverage, courtesy of infusing a coconut aroma into the ambiance.
Engaging in scent marketing not only elevates the customer experience but also significantly impacts the bottom line, making it a worthy consideration for businesses aiming to create a lasting impression and foster a conducive environment for both customers and employees.
Want to leverage the power of Scent Marketing in your business to increase revenues, employee productivity or positive online reviews? Contact us today to learn more about pricing and package options.