WHAT IS SCENT MARKETING?
The MO is part of the large field of Sensory Marketing which has already proven itself for a very long time in terms of customer experience.
The objective of scent marketing is to solicit, through smell, the attention of the customer, in a very positive way, in order to improve his experience, to make the atmosphere pleasant and conducive to triggering an act of purchase.
We know that 75% of emotions are generated by smells.
Take the example of Proust. A simple smell of madeleines transports him far back to his childhood environment,
in Combray with his aunt Léonie. A very powerful memory is distantly linked to this familiar smell.
Just like Proust, the customer can remember a brand, a place or a product for a very long time through a scent that identifies them.
WHY SUCH A SUCCESS ?
If Olfactory Marketing is a great success, it is not without reason. If this phenomenon is far from new, olfactory marketing has now become essential, the customer nose is becoming the center of all attention.
The galloping digitization of our environment is pushing marketers to rediscover the importance of appealing to the senses and using them to communicate with consumers.
To make a difference in the face of an ever more demanding clientele, brands have to be more creative and innovative.
Historically proposed to increase sales, brands today use olfactory to retain their customers, increase their notoriety, or create an olfactory animation in order to offer customers a unique experience.