Personalisation is a growing trend in marketing thanks to the ever-increasing amount of data that is available on your target demographics’ tastes and preferences. With the modern world being online, most people having social media accounts, and other online activities and preferences being tracked, marketers are more able than ever before to personalise their marketing strategy.
The power of personalised marketing is significant, as you can tailor your marketing strategy to suit your desired target demographic, using fairly narrow parameters to pinpoint exactly what they like and then appeal to that.
However, as powerful as personalisation is as a marketing tool, it can seem difficult to apply it to scent marketing. How, for example, can you provide the exact right scent for every different individual when they walk into your store? This is obviously not always possible.
What is possible is to do detailed research on your specific target demographic so that you can craft a scent marketing experience that will appeal to that narrow target group. In this way, you can harness the power of personalisation and scent marketing in one go, because the targeted customers who enter your premises will feel as though the scent was crafted just for them, thereby creating a personal and profound customer experience for them.
Here are some ways that a personalised scent marketing strategy can impact your customer base, boosting sales and customer retention.
Memory & Emotion
By carefully crafting your chosen aromas to appeal to your well-defined and well-researched target demographic, you can evoke strong emotional responses from them. This could be linked to their existing memories, and it can also serve to create new memories of positive interactions with your brand.
A pleasant scent that appeals to your customers’ personal preferences will make them more likely to have positive emotions associated with their experience, thereby improving brand recall and loyalty.
Branding & Differentiation
By ensuring that your scents appeal to the specific personal preferences of your target demographic, you can ensure that your brand is differentiated for them. It is easy to make your premises smell good with any number of aromas. However, by researching your customer base very carefully, you can create a scent that feels personal to them and that sets your brand apart.
This differentiation will ensure that your brand stands out from the crowd and is more memorable to your customer base. At the end of the day, you want your customers to recognise and remember your brand and the way it makes them feel whenever they experience that particular aroma.
Arguably the most important outcome of your scent marketing strategy is to influence your customers’ behaviour. You want to ensure that they respond positively to the environment so that they ultimately have a good experience and want to spend money.
By carefully researching your target demographic and personalising the smell for them, you can elicit emotions and feelings such as relaxation or influence them to be more alert and energised, depending on the circumstance.
Stimulating scents such as peppermint could invigorate and create a lively atmosphere, while soothing scents such as lavender could cause relaxation in certain environments.
For more info on scent marketing and how to personalise it to your target demographic, contact us at Scent.ology today. We would love to help you create a more memorable customer experience!
