From retail shops scented with alluring fragrance to sweet-smelling billboards, the latest marketing trend brings an olfactory draw to the retail world.
Although historically merchants have filled their shops with pleasant whiffs of fragrance, scent technology has come a long way from the simple act of burning a scented candle.
For example, peach-scented billboards or signs emitting the smell of freshly grilled steaks have added a new marketing channel — one that reaches consumers via a surprisingly powerful means. A slew of researchers are busy at work devising new ways to connect with consumers at a subliminal level. Scent marketing is one way to do just that.
After all, what’s more compelling than the smell of a sumptuous meal or the enticing aroma of baked goods?
The new marketing strategy isn’t without controversy. City officials in San Francisco demanded cookie-scented strips be removed from bus shelters the day after they were installed as part of a campaign to encourage consumers to buy more dairy products.
Olfactory marketing has always been a contentious issue because smell evokes such strong associations. That’s exactly why marketers seek to use it to tap into those deep-seated desires for comforting and soothing experiences. Sending forth the smell of grilled steak is sure to attract attention.
Have you considered using scent to attract more customers?