Consumers perceive the fragrances at a subconscious level and these trigger an emotional response. More than 30,000 students have achieved their title with IMF Business School What are you waiting! In the lease of spaces of shopping malls in the United States it has begun to include a clause. In addition to regulating the usual elements that are typically included in the lease of commercial premises, it has begun to set limits to the smell they may detach. The scent of an establishment can not collide with one another and the scope of its fragrance can only reach up to a certain perimeter.
They have gone mad makers malls in question? You can be limits to the delicious smell coming out of a freshly baked loaf of bread or pancakes prepared in real time at the corner bar? The truth is that the legislation, although surprising, has some explanation and a solid. Brands, establishments have stopped trusting the odors generated form, so to speak, natural and have begun to establish their own olfactory mark. Neither the bar has been freshly baked bread (or has not been so casually) and the welcoming smell of vanilla clothing store on the corner is a good choice of shop keepers. They make sure you have the best effect on the consumer.
It is what is already known as olfactory marketing: Brands have realized that smells have a direct effect on the consumer and especially one little controllable and have decided to count on it. The olfactory marketing affects a level that goes beyond the conscious.
Research has shown that smell is the most emotional of all that humans possess and that, therefore, is associated with stronger emotions than they could join other stimuli form sense. Therefore, as explained in a report by ZenithOptimedia in which the olfactory marketing include between large growth trends in marketing this year, the consumer does not process rationally smell, but automatically generates an emotional response to it.
Consumers perceive the fragrances at a subconscious level and these trigger an emotional response that impacts the buying decisions they will make. This is the reason that all the supermarkets seem to have agreed to open 'bread ovens' in one corner of the establishment, for example. The smell of fresh bread open, so to speak, appetite and is associated with certain values, such as artisan or fresh, which have an impact on purchasing decisions.
Smells can, in fact, mark the success or failure of a company. It has happened to the American chain Cinnabon bakeries, which has become a bestseller thanks to a very efficient strategy to choose good physical positions and play well with odors. The specialty of the chain are the cinnamon rolls that they bake every half hour. They do not always fresh but for them to generate a smell of cinnamon. Cinnamon is associated with the home and is an emotionally powerful odor. When the buyer walks through the door, he receives the impact of the smell of cinnamon and thus triggers an emotional response associated with fragrance.
The olfactory experience will also be more common than ever in the future. As noted by one expert to AdAge, as now you can not enter any establishment without music 'environment', the same will happen in the future with odors. "We are where music was fifteen years ago," he says. Scent marketing industry is already growing, in fact, at a rate of 15% annually and is expected to reach 300 million dollars worldwide turnover at the end of 2014. In 2013, he had already established itself in 200 million.
It is not just a hook, it is more
The smell may not work well only as a hook to attract consumers to a store and induce them to buy. The future of olfactory marketing can go much further and can also be placed in a much broader what companies should or should not do online.
As noted in the report of ZenithOptimedia, fragrances have many applications. They can become a key element in events and in providing product samples, getting in the future generate direct associations between a fragrance and brand recognition. They can also become a part of the process of consumption, sitting in the customer experience more broadly.
And, even more remarkable, fragrances can become an element with its own appeal. Now that consumers are determined to require manufacturers to provide them with experiences, fragrances can be a key to get it very efficient.
Consumers are fascinated by the idea. By exist, there is even a device that allows you to share odors through the smartphone, the OPhone, which managed to sneak in all media when it hit the market. Consumers only need to take a picture of the product you want to send the smell and then choose the olfactory notes, with details as subjective as can be touches of 'Parisian sunset'.
Brands are now also playing with the smells to create memorable experiences. The city of York, for example, offers sightseeing associated with smell. The consumer can go certain places and perceive odors associated with the place or past historical periods, in order to achieve greater sensory impact. Tourism officials have thus achieved further that the experience of visiting the city that much more memorable than it might have been otherwise.
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