Research has shown repeatedly that our sense of smell causes deep unconscious or instinctive psychological responses. Smells are processed in the brain called the olfactory bulb, which is directly connected to the hippocampus, which plays a significant part in learning and retaining memories – and the amygdala is primarily responsible for our emotional processes.
Researchers have theorised that this powerful connection between our sense of smell and our memories and emotions results from highly evolved biology geared towards our survival. A scent can be a powerful indicator of danger, especially in differentiating good or harmful food. It can also be an influential factor in determining friend from foe or sexual attraction or repulsion.
Olfactory Branding
Since smell evokes such strong reactions in us, and since it is often associated with memories and the subconscious, it makes sense that it should be used to one’s advantage in terms of business.
Olfactory branding or scent marketing are terms used to describe smells to evoke positive and unique associations in customers’ minds with your brand. This works best when repetitive reinforcement is employed over time to embed the smell/brand association into the customers’ subconscious memories.
This has been shown to work particularly well with food brands, where the smell of certain fast-food brands is immediately distinctive and evocative.
Using Smell To Sell
This same strategy that has been proven effective in the food industry can be applied to just about any other industry. Distinctive and appealing smells can be crafted to represent your brand, designed to evoke a powerful and positive subconscious response in customers’ minds.
Using various delivery methods – such as infusing air conditioner air, using oil burners or electronic diffusers. Scent.ology can help you fill your customer-facing space with bespoke and pleasing smells that best represent your brand to evoke positive associations.
These smells can help soothe the customer, making them feel more at ease and more likely to want to spend time and money at your business. When the scent creates a positive association, that positive association will be connected to your business, products and services in the customer’s mind.
Whether your business is in retail, accommodation, tourism or services, pleasing fragrances can make all the difference in making customers want to stay for longer and form good feelings about what you’re selling.
To get a specially formulated fragrance for your company, contact Scent.ology now to explore our wide range of scents and delivery methods. Turn smelling into selling today!
