Smells are extremely powerful and can instantly elicit a past memory or experience, so naturally marketers will use them to maximize the opportunity of the sale.
* Courtesy of The Rose Lover Blog
Why would marketers target my nostrils?
Marketers are hoping that they are able to change your state of mind or mood and thus affect your buying behavior. It may seem trivial to you, inconsequential marketing and to be honest, the effectiveness of this form of marketing is not guaranteed, but companies are spending large sums of money investing in this area. The second reason is that some companies are intending to become associated with a particular smell and to use it as a signature so to speak. This is unique and quite innovative.
A famous example of the effectiveness of marketing is described by MP Mueller:
‘A study conducted by the Smell & Taste Research Foundation evaluated the effects of odors on product perception. One of the tests consisted of placing Nike sneakers in two different rooms, one with unscented air, the other scented with a mixed floral smell. Most people in the study said they were more likely to buy the shoes, or liked them more, in the scented room. And many said they would pay $10 more for the product in the scented environment.’
You can see why companies are investing in trying to understand this area. People are more likely to purchase an item if a room smells nice, and furthermore, pay more money for the privilege!
Smells can relax a person. As we have discussed previously on this blog, relaxing a person is a technique that shops use to maximize the sale in the hope that the person will shop for a longer period of time and thus purchase more items or be willing to part with money for more expensive items. This is why many casinos are dabbling in scent marketing. Casinos are trying to relax people and/or trigger a memory of happiness in the hope that the person will stay for longer and thus spend more money. Coconut/ Jasmine flavoured scents are rumoured to be the most popular to achieve this. Studies have actually proven that casinos that using scents around slot machines actually increases the revenue earnt by a massive 45%. Coconut is often used as the smell reminds people of an exotic holiday they once had.
When I was at school and worked in the supermarket, I used to be in charge of baking fresh blueberry bagels and bread. Supermarkets now regularly cook rotisserie chicken as well and sell hot food that can be consumed on the spot. The objective is twofold, increase point of sale purchases. The overall objective is really to make the consumer hungry and thus have the consumer buy more food than expected (it’s well documented that consumer’s spend more money when hungry).
Perhaps you have been to an open home and smelt freshly baked cookies and/or coffee? Yes, real estate agents use odour marketing too. Real estate agents are trying to trigger happy memories, such as eating cookies or drinking coffee. However, the real estate agent is inviting you to imagine living in the house and partaking in such activities. Half the battle is won by the real estate agent if they are able to have the viewer imagining themselves living in a house.
It’s interesting as well that some smells can shape your impression of a store. If a company has a very nice aroma that is very strong you are likely to wonder what they are trying to hide with this aroma, which creates a negative impression in your mind. It’s the same with food outlets that smell of grease and oil. Smelling like food and oil reminds the consumer of the unhealthiness of the food and helps create the stigma that fast food is bad for the consumer. Studies have revealed that consumer’s used to associate McDonald’s with the smell of stale oil. McDonald’s needed to eradicate this smell in their quest for being perceived as a restaurant and possessing healthy alternatives- perhaps that is also a key reason that McDonald’s now have café’s that make fresh coffee.
Be alert next time you stop to smell the roses…
