Scent-based marketing has been growing in popularity over recent decades. Consumers may not realize it, but modern business owners know the right scents can be instrumental in influencing consumer buying patterns.
Using marketing scents for your business can help draw in new customers and keep those who are already in the store browsing for longer so they’re more likely to make purchases. Those who are new to scent marketing can read on to find a few tips that can help them get started.
Buy Quality Diffusers
Business owners who are working on a budget may be tempted to try to cut corners by purchasing a cheap air freshener or an off-brand diffuser, but this is a mistake. Low-quality aromatherapy equipment isn’t designed to release scents on a timer, and constant exposure to a particular scent can lessen its effects over time. This effect is known as olfactory fatigue, and it can dramatically decrease the effectiveness of scent marketing.
Buy Quality Scents
Look for a supplier that offers all-natural essential oils rather than cheap chemical scents. Choosing the right oils to match the decor of the store and its intended clientele is arguably less important than choosing a supplier that provides high-quality oils. Synthetic scents simply aren’t as effective as natural essential oils for creating the positive associations in customers that lead them to stick around and make more purchases.
Keep it Simple
While large retail stores may be able to get away with using different scents in different sections of their stores, this strategy doesn’t generally work very well for smaller boutique stores. Mixing scents can be confusing and irritating, so it’s better to choose just one. Many stores choose to use ambient fragrances in the areas surrounding their registers to encourage shoppers to make last-minute purchases, though it’s also fine to scent entire stores provided the scent is consistent.
Choosing the Right Scents
Before even looking into essential oils, business owners should give some thought to who their typical customers are. If they sell women’s swimwear, for example, it would make sense to use a seductive scent that reminds shoppers of vacation such as rose or coconut and mango. Hunting supply stores, on the other hand, may want to use pine-based scents that appeal to their masculine clientele.