Breaking news: scent marketing has made it into the press! And naturally, that makes us especially happy… When Austria’s oldest daily newspaper reports on the effect of scent, it’s surely a sign that scent marketing really is as scent-sational as we’ve always said!
For everyone in a hurry - here it is, short and sweet:
Alpen-Adria-Universität in Klagenfurt has examined 64 studies on scent marketing and its effect on consumer behaviour. The result? Used correctly, scents achieve quite a lot. First and foremost, we remember products better. Via the limbic system in our brain, scents act as triggers for our memories. Positive memories create a feel-good atmosphere, and in a shop that can lead us to buy more than we actually intended! Much to the sorrow of our credit cards… and much to the delight of retailers.
It’s very important, however, that the scent really does suit the product, the surroundings and the music too! If a scent is too intrusive, used wrongly or doesn’t suit the product - the consumer ends up with sensory overload. But used correctly: a dream. We at AROMEA are of course very happy to help.
For everyone with time to spare - here’s the article!
Study leader Holger Roschk on scent marketing in retail spaces
