There is research to show that despite the prevalence of online purchases, even in the car industry, many car buyers prefer the dealership experience. Many would like to interact with a car before making a purchasing decision.
As a result, there is an opportunity for dealerships to use scent marketing tactics when selling cars since scent can be a powerful in-person marketing tool. Scent marketing can be used to great effect to create a link between the brand and the experience that the customer has at the dealership.
Why Scent Marketing In Showrooms Matters
When showrooms don’t deliver a pleasant experience, it can negatively impact customers’ overall association with the car purchasing experience. To boost the level of success that a showroom has in selling cars, ambient scenting can be a powerful way of helping convince customers that the experience is a positive one.
Scent marketing can actually boost customer perceptions and elevate their experience within as little as 5 seconds. This can lead to increased dwell time and boost the emotional investment that a customer might feel towards buying a car.
That New Car Smell
New cars smell good. Everyone knows that. It is generally considered one of the most pleasing scents because it is associated with the experience of purchasing a vehicle, which is an exciting experience for most people.
The new car smell is one of those aromas that is difficult to describe but that is immediately recognisable to most people. In actuality, it is made up of a variety of chemical gases released in small quantities from new carpets, polymers, adhesives, and other materials inside a new car.
This blend of aromas can be replicated artificially and used in the showroom to emphasise the exciting emotional response to getting a new car. Many showrooms use this kind of aroma to encourage customers to make a purchasing decision subconsciously.
By associating a showroom with the enticing smell of a new car, one can subconsciously implant the idea in the customer’s mind of wanting to experience the thrill of a new car purchase.
Subtle Ambient Scenting Is The Key
To elevate the showroom experience and drive customer linger time, the key is to create an ambient scent experience. This means that when a customer walks through the door, they should immediately smell the difference and continue to do so as they move around the space.
However, it is important to ensure that the chosen scent and diffusion method do not overwhelm the customer or even draw conscious attention. It should be subtle enough that most customers will only notice it subconsciously.
This is likely to have the greatest subliminal effect on the customer and leave them feeling as though the experience of shopping for a new car was a positive one filled with positive feelings and emotions.
To drive sales in your showroom using scent marketing tactics, contact us at Scent.ology today. We are experts in olfactory branding, with a wide range of scented oils and diffusion devices available.
