It’s that time of year again when consumers spend lots of time and money shopping, thanks to the culture of gift-giving around Christmas as well as the general sense of freedom afforded by year-end bonuses and vacations.
To make the most of this annual surge in consumer spending, many companies embrace festive marketing strategies to entice customers and ensure that the season doesn’t pass without a healthy bump in revenue.
One of the most effective ways to boost consumer spending in your store is to roll out a well-conceived scent marketing strategy that makes use of scentology ‒ which is the science of how aromas affect human behaviour ‒ to positively influence the hearts and minds of your customers in the direction of making a purchase.
Here are several simple festive scent branding secrets that can boost your bottom line over the season.
Use The Multiplier Effect
The multiplier effect refers to using different sensory marketing tactics in conjunction with one another to achieve a more powerful result.
During the festive season, many businesses decorate their stores with all manner of festive decorations, from Christmas trees with baubles and tinsel to fairy lights and pictures of Santa Claus adorning every available surface.
The visual decorations are then amplified by having Christmas songs playing in the background, with sounds of bells and other festive instruments creating a tapestry of audio to fully immerse customers in the festive spirit.
However, one key sensory input that is often forgotten is scent. By combining the above with distinctly festive aromas, the multiplier effect of visual, audio and olfactory marketing tactics all converging at once can create a powerful experience that is much more likely to leave a strong impression on customers.
Keep It Simple
Many companies that engage in scent marketing tactics overdo it to their detriment. Scent marketing or olfactory branding is a powerful tool. However, it can also backfire if done incorrectly.
When customers consciously notice the aroma, there is the risk that its effect on their subconscious will be undermined, and they will focus more on the smell than on shopping. The diffusion techniques need to be carefully chosen to ensure that the aroma is not so strong that it becomes distracting.
Moreover, research has shown that simple smells are more effective than complex ones in terms of how it affects customers. Rather than combining multiple fragrances in an attempt to create something unique, a simple approach using just one good quality scent can do a better job.
There is nothing wrong with a little creativity but tread carefully. Instead of going for a complex cinnamon-orange-vanilla bouquet, you’ll have more success just going with cinnamon, for example.
For more scent marketing advice and to order a range of fragrances and diffusers in preparation for the festive season, contact us at Scent.ology today!
