From retail shops scented with alluring fragrances to sweet-smelling billboards, the latest marketing trend brings an olfactory draw to the Mom-and-Pop retail world.
Although merchants have historically filled their shops with pleasant whiffs, scent technology has come a long way from the simple act of burning scented candles in the shop.
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. And scent marketing is just one way to do 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 people to consume 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?