wtorek, 14 października 2014

Appealing to senses: smell | Marketing tricks that make us buy (Part II)

Photo: adweek.com (Sam Bosma)

I’ve already written about the sense of sightin sensory marketing and in today’s post you can read about the sense of smell. Do you know which of the smells help sell products and why? If not, keep reading! :)

In my opinion there’s nothing worse than going to a supermarket with empty stomach, because this way we spend more money than we would like to or than we planned. Marketers are well aware that sales in store increase when customers are hungry, that’s why we can often feel the appetizing smell in the air at the entrance to the store, tempting us to buy. The most popular one is the supermarket bread trick – the mouth-watering smell of fresh, warm bread and pastries is spread through the air-conditioning system. It’s very hard to resist that tasty aroma, so we succumb and make a purchase.

Apart from fragrances that directly attack our hunger sensors and encourage us to make an immediate purchase, stores also spread their brand’s signature scents in the air, which aims to create pleasant atmosphere that makes customers more willing to come back and spend more money. Fashion brand Abercrombie & Fitch is an excellent example of such behaviour as they use woody cologne aroma (“Fierce No. 8” fragrance) spreading it throughout their stores and on clothing. What’s even more interesting and surprising, some of the customers complained when the T-shirts they bought in the store stopped smelling after several washes.

All those pleasant scents that are spread in stores are selected and used depending on the customers to whom the offer is addressed. For example in children’s clothing stores you can feel baby powder scent as opposed to a high quality leather aroma in designers' boutiques with expensive, luxury products. Another example? In the M&M’s World store in London you can smell the chocolate aroma in the air, although M&M’s come pre-packaged. Coincidence? I don’t think so! Unfortunately customers often don’t realize that the smell floating in the store is not accidental at all.

In contrary to sight and hearing senses, smell is connected with the right side of the brain and emotional core. As far as we are able to partly cut off from the visual and auditory stimuli, the sense of smell is so strong, that it can trigger emotional response, like bringing back memories – even more than other senses (this is called the Proust phenomenon), and because of that it’s very easy to build an emotional connection with the brand – that’s exactly what companies are counting on. Marketers are very well aware of that phenomenon and the power of the scent marketing and that’s why they use the fragrances to make us enjoy their products or services. So when you feel a certain smell, you will automatically associate it (through the scent memory) with a specific product or the time you spent in the store… even if you are in completely different place at the moment.

And although seemingly the role of those scents is to create a pleasant atmosphere in store and therefore satisfy the customers, the real purpose of this is to put people in the mood to spend more (often without being aware of it) and get customers emotionally attached to that store. Does it satisfy only the company or maybe is it a „win-win” situation? Judge it yourself… ;)

Do you know any store that uses scent marketing? Let me know in comments below! :)

1 komentarz:

  1. I think this article will fully complement you article. PLease continue publishing helpful topics like this. Regards, from Always Open Commerce