Over the past several years, different industries across the globe have turned to scent marketing to influence consumer behavior. They use scent to trigger an emotional response in individuals, which encourages the consumer to spend more time browsing their offerings and more. At the same time, the scent creates a positive association with their brand.
As the smell is the first thing a consumer notices when they enter a business establishment, companies must ensure the scent invokes pleasant thoughts. In fact, this scent determines the overall experience the customer will have. How is this possible? What makes this scent so crucial to the overall customer experience? Companies must understand how aroma plays a role in the customer experience and determine if they need a new diffuser to boost their business.
The Olfactory System
The human senses each have their own purpose. The olfactory system, responsible for the sense of smell, differs from other senses in the human body in a crucial way. Nerves in the olfactory system don’t send signals directly to the thalamus in the brain. Experts refer to the thalamus as the gateway to consciousness. However, when a person smells something, it bypasses the thalamus and the nerves send information to the brain’s cortical areas. This is the part of the brain that is responsible for emotions and memories. A person could detect an aroma and have it influence them without their knowledge. Why is this important?
Memory
Scent serves as the sense most closely connected to a person’s memories. Scientists have found that a person’s visual memory of something drops to 50 percent within a few months of an encounter. In contrast, the same individual will remember a scent with 65 percent accuracy one year after encountering it. Smells play a vital role in a person’s memories and experiences because a distinctive aroma reaches the brain and lodges itself there for future reference.
Emotions
Smell strongly influences a person’s emotions. When a person encounters a smell, it brings forth emotions that influence the way that individual relates to a place or brand. Scientists have studied this phenomenon to figure out why this connection is so powerful. They believe this may be linked to the days of hunter-gatherer societies. Humans would encounter a pleasant smell and know food was nearby, which would boost their mood.
Time
In addition to looking at how smells influence one’s emotions, researchers wanted to know how men and women perceived time when exposed to certain odors. They learned that the smell of coffee reduces a person’s perception of time, while the scent of baby powder increases their perception of time. Businesses will find that diffusing a pleasant aroma around their customers or clients leads these individuals to spend more time in the business. This increases the likelihood of the individuals buying something.
Better Health
Healthcare facilities want to provide a relaxing environment for patients and their loved ones. For this reason, many healthcare facilities choose to diffuse lavender to calm visitors. Furthermore, the scent helps to disguise any odors that may appear in these facilities.
Productivity
A person’s sense of smell can improve their productivity at work. A certain smell will increase alertness in workers which leads to higher productivity. For instance, one study found that diffusing lemon oil in an office setting increase data entry operator productivity by 54 percent. In addition, business owners find they can counteract the mid-afternoon brain fog many people experience with the help of aroma oils, as these oils improve concentration.
HVAC Scenting
Business owners benefit greatly from HVAC scent. This process involves diffusing a scent throughout the business with the help of the HVAC unit. A professional scent marketing team comes in and connects the scent diffuser to an existing HVAC system. When the system is in operation, the scent makes its way to all areas the system reaches. Using the system for this purpose ensures powerful, even, and efficient scenting regardless of the business size. Why should a company invest in this technology?
Improved Mood
Research shows scent can boost a person’s mood by 40 percent. When a customer is in a good mood, they are not only more likely to make a purchase, but they tend to spend more money when doing so. However, the scent impacts more than the customer. Employees also report better moods when scent marketing is used in the workspace, and this leads to a 13 percent increase in productivity.
Increased Sales
As mentioned earlier, people tend to linger in a space filled with a smell they love. As a result, they are more likely to purchase items. The scent used should be catered to the items being offered. For example, vanilla works best in spaces dedicated to the sale of household items, such as mattresses or blankets. Businesses offering kitchen accessories, however, would do best to diffuse a scent containing buttery and nutty notes.
Don’t assume scent marketing only benefits those organizations selling goods. Gyms diffuse scents such as cedarwood and eucalyptus to get the blood flowing while luxury spas turn to jasmine, musk, and amber to surround their clients and encourage the purchase of additional services. The scent marketing team works with clients to determine which aromas will provide the most benefit.
Masking Unpleasant Odors
A business might find they regularly deal with unpleasant odors. A gym would be a good example of this, as individuals sweat when they exercise. This can lead to men and women choosing elsewhere to work out. The problem lies in identifying these odors, as those working in the space become accustomed to them over time. They no longer notice how unpleasant the smells are. Diffusing scents in this space with the help of the HVAC system ensures patrons want to return in the future. Knowing they won’t be engulfed by unpleasant smells encourages them to do so.
Consider investing in a nebulizing scent diffuser today, as this type of system breaks the fragrance oil into a very fine dry mist. No residue results from this process and the subtle scent remains consistent no matter how long the system runs.
Choose a scent machine that covers the entire business. When choosing an HVAC scent system, the technician responsible for the installation of the diffuser becomes of great help in determining which unit will achieve this goal. Don’t hesitate to ask questions at any time during the purchasing and installation process. Reputable providers are happy to answer these questions, as they want their customers to be satisfied with the work they have done.
