The importance of perfuming the place in marketing
Marketing is the process of attracting and persuading potential customers to buy a particular product or service. But how can marketers make their offerings more attractive and differentiate them from competitors?
One innovative and effective way of marketing is to use space fragrance . This means using aromatic scents in the place where the product or service is displayed, whether it is a store, restaurant, hotel, office, shopping mall, etc.
Perfume has many marketing benefits, including:
- It creates a comfortable and pleasant atmosphere for customers, which increases their satisfaction, loyalty and spending. Scents affect human mood, emotions, memory, learning and behaviour. When customers smell a scent that suits their taste and fits the context, they feel comfortable, happy, confident and relaxed. This makes them more open and receptive to the product or service offered, and increases the chances of them purchasing it and recommending it to others.
- Distinguishes the brand and enhances the identity of the product or service. Scents are part of the sensory identity of the brand, which also includes sight, sound, touch, and taste. When marketers use a distinctive and appropriate scent for the brand, they create a unique and integrated experience for customers that makes them remember, recognize, and interact with the brand better. For example, Nike used the scent of freshly cut grass in its stores to enhance its sporty and natural identity. Starbucks used the scent of fresh coffee in its cafes to differentiate itself from competitors and stimulate appetite.
- Increases time, space and quantity for marketing. Scents influence customers’ perceptions of time, space and volume. When customers smell a desirable and appropriate scent, they tend to spend more time in the place where the marketing is taking place, increasing the chances of exposure to and interaction with the product or service.
Scents also affect the size of a place and a product. For example, they can make a place seem larger or smaller, or a product seem more valuable or of higher quality. In addition, scents can increase the quantity of a product or service demanded or consumed, as in the case of using the smell of fresh bread in bakeries to increase sales.
In conclusion, it can be said that space perfuming is an innovative and effective marketing strategy that uses aromatic scents to create an integrated and distinctive sensory experience for customers, increasing their satisfaction, loyalty and spending, enhancing the identity and distinction of the brand, and increasing the time, space and quantity for marketing.
Sources:
- Herz, R. S. (2016). The role of odor-evoked memory in psychological and physiological health. Brain sciences, 6(3), 22.
- Zucco, G. M., & Bensafi, M. (2019). The role of olfaction in human multisensory development. Frontiers in psychology, 10, 281.
- Spangenberg, E.R., Crowley, A.E., & Henderson, P.W. (1996). Improving the store environment: do factory cues affect evaluations and behaviors? Journal of marketing, 60(2), 67-80.
