It's becoming increasingly common for retail stores to infuse their products and locations with specific scents designed to keep customers coming back for more. Employees at Abercrombie and Fitch are tasked with spraying their signature cologne throughout the store, while Cinnabon bakes sheets coated with cinnamon and brown sugar to maintain the strong scent that they are known for. Even supermarkets have started the practice of pumping the artificial aromas of chocolate and freshly baked bread throughout their stores (Peterson, 2014).
While our other senses such as sight or touch are initially processed through the analytical part of our brain, the sense of smell is processed by the limbic system; the area of our brain that is linked to memory, emotion, and perception (AirEsscentials, 2015). This is particularly appealing to marketers, as they can create an immediate emotional reaction in a potential customer, and potentially influence them to spend more money. Studies have shown that “customers will spend 40% more time in an area of a retail store scented with a specific scent over an odour-free area” (AirEsscentials, 2015).
With this knowledge in hand, marketers have turned to companies like AirQ or Scent Air, who create brand specific fragrances, and then provide the mechanics to release the scent out and into the store through the ceiling (Smiley, 2014).
Evidently, scent leads to profit, the same way produce departments of grocery stores attract more customers by organizing fruits and vegetables in a neat and tidy manner – and they sell, really well. The same way Apple and Samsung have created their new mobile devices of the generation (cue iPhones and Galaxies) to appeal to the general public by making them sleek and shiny. Examples, such as the latter, are what fuels customers to purchase these things. If it’s appealing to the eye, it will sell. Obviously, Cinnabon has taken the appealing-to-the-nose approach, and it is working just the same.
Questions
1. Do you personally find this to be an effective method of marketing?
2. Should scent marketing be limited to food retailers and restaurants only, or would you like to see it in all areas of consumer advertising?
3. What other techniques do food retailers use to attract customers? Are they as effective as scent marketing?
References Used:
http://www.airesscentials.com/marketing/scent-branding
http://www.businessinsider.com/how-stores-lure-customers-with-scents-2014-5
http://adage.com/article/cmo-strategy/smell-money-marketers-sell-scent/296084/
Yes, I absolutely find it is effective way of marketing. Through the article and my experience, I've realized why clothing retail shop also has that much strong scent. Few months ago, a friend of mine told me on the street, 'oh, smells like Abecrombie.' and another one agreed with her. 'Yes, I remember this smell.' There were not Abecrombie around us and they just came up with the brand's name by scent. If it is true that clothing shops are using a scent marketing method, it really effects on people through my experience. Customers can recognize the scent as a part of the brand's image and it is a great strategy.
ReplyDeleteAram Hong
Hello Aram!
DeleteThank you for your comment, I agree with your statement. I strongly feel that when I smell a certain item walking down the streets, it also makes me remember the scent. And also it trademarks that smell for me as well. I always determine certain items based on their scents and distinguish them very easily.
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ReplyDeleteThank you for sharing these awesome articles !!! I love this scent marketing way because I once experienced in a food grocery.This is a super smart method to attract customers by using their sense and imagining.
ReplyDeleteFirst of all, the appealing smell is the most effective and direct way to hook people, especially in
Restaurant , bakery , pastry shop and soon. Good smell will make people stop in certain area to look at the goods and stimulate their buying inclination, which can boost the sales volume of products.
Another important advantage of scent marketing is cost saving. Because it is a easy and low cost way to promote, what you need is only the expense of scent air machine and artificial aromas. Compared with other expensive advertising, this is a recycling and cheap way.
In all, I like this scent marketing and I think this will become a trend in food industry.
BEINI WENG
Thank you for you comment Beini! I completely agree with your point of view, scent marketing plays a big part in the food industry. Before we researched this topic, I had no idea that Cinnabon baked sheets coated with cinnamon and brown sugar! It's ingenious, although it does waste product.
DeleteScent marketing is successful because, as you mentioned, it is inexpensive, and people don't even realize that they are falling for this form of advertising. It appeals to one of the 5 senses that doesn't take much thought.
I personally find this to be an effective method of marketing because smell can travel faster and farther which can attract more people. However, everyone can react positively or negatively to a specific smell that can make the customer interested or not.
ReplyDeleteI don’t think scent marketing should be limited to food retailers and restaurants only because each retailer has a specific scent that makes their brand recognizable which differentiates their business from competitors.
Another technique food retailers use to attract customers is display. This technique appeals to the customer’s eye which can be executed in different ways. For example, some restaurants display chefs to cook the food in front of customers to add entertainment and quality to their food experience. It is effective as scent marketing because it can add more value to the customer's personal experience.
Jacquelyn Hechanova
I agree with your comment Jacquelyn. There will always be positive and negative outcomes of scent marketing. Some people will get turned off due to the certain smell given off to attract consumers and some will just love the scent. Abercrombie and fitch sprays cologne in their stores which eventually lingers around there store so either inside around the mall or on the street depending on where their store location may be. It may be very ineffective for consumers who rather shop in scent free environments. Which can cause not only that retail store to loose their business but also stores around them because the scent may be too strong for them to shop around.
DeleteIt's very interesting that scent can have such an impact on buyers' decisions.
ReplyDeleteQuestion 1
I think scent branding has many advantages for businesses trying to expand their product and retain recurring customers. Smells are a great mass marketing tool; consumers need not even enter an establishment to be reached by the scent pumped out. Cinnabon is a great example of this marketing strategy – you can smell it across the food court! As our sense of smell and memories are processed in the same part of the brain, scents are one of the best triggers for memory. This can encourage recurring customers because anytime they smell that scent else where they are reminded of your product. Thus, I believe scent marketing is extremely effective.
I completely agree with you Michelle, scent marking occurs everywhere and half the time we aren't even aware of it. Although, I find that when I walk through a mall's foodcourt, the overwhelming amounts of different smells of food all at once is awful. It usually makes me feel nauseous. But any sweet baked goods that waft throughout the mall or any enclosed area is always alluring to me, no matter how many different types of good are being baked!
DeleteIt is a very interesting article that combine the scent science and marketing strategy. With the increasing of marketing strategies, companies take lots of creative methods to attract customers. For many dessert fans, scent is the significant element for their purchasing. If food retails could focus on their strengths of attractive smell, they could capture more customers.
ReplyDeleteI think scent marketing is one of the effective method. People usually change their moods depending on what they smell, namely they are sensitive to the smell. For the reason, companies can advertise and make their specific brand image by their own scent. For example, detergent companies are important to give a clear and refreshing image to consumers, so these companies use fragrance that makes consumers feel good and are encouraged to buy continuously. Like this, if any types of companies have their scent, they can promote their companies and impress favorably as well. Thus, I think scent marketing is an effective and expansible strategy.
ReplyDeleteGoeun Lee
It's very interesting how marketing can be explored. Dealing with senses, especially the smell can affect people a lot without them even noticing. I think when it comes to food industry, the scent works best, since once we smell good food, it's hard to control our appetite and hunger. I also see it in clothing stores and etc, probably because when a place smells good it attracts people somehow. Most of the time we don't even realize how the smells can be appealing to us.
ReplyDeleteBy the way, I'm Victoria Reis
DeleteAlthough scent marketing may be an effective marketing technique for some vendors such as Cinnabon or McDonalds, I personally feel as though scent marketing is not the best marketing strategy for all places. Firstly, a lot of people may have issues with scents and smells, whether it's allergies or personal preferences. This may limit the target markets of those companies who wish to use scent marketing as a technique. Secondly, scent marketing may not always be effective in terms of "drawing attention" to your product. For example, Hollister. The one thing I can't stand about Hollister is the smell of the store and the aroma that you get from just standing near or outside the entrance. If Hollister were to use that scent as their attention grabber, I would immediately turn away from it. However, because i don't like their scent, it doesn't necessarily mean that their products aren't good or nice.
ReplyDeleteTherefore, i don't think that using scent advertising is a good and effective marketing technique. It may result in false advertising to some. Bad scents don't always mean bad products!
Yes, absolutely! I believe scent marketing is an effective method of marketing because it is a great way to attract customers into a store, restaurant, or baked shop. Scents of freshly baked goods and simple every day comfort foods always attract more customers passing by each day. Not going to lie, but passing by a Cinnabon and smelling the fresh baked cinnamons bun always gets me, there has never been a day where I was able to just walk on by without purchasing something from there. Therefore, I think scent marketing is a effective way to advertise your product.
ReplyDeleteThank you,
Cammi Huynh
I completely agree with your response. Walking down certain streets where they are filled with bakeries make me want to walk into every single one. I then get attracted to their products and buy whatever i can get my hands onto. Especially in pacific mall where you smell those egg waffles. Who can resist to go to that mall without buying it. Same for Cinnabon, the smell that lingers around when your heading towards that direction just makes your mouth water. They have proven to be very effective in bringing back their customers to keep buying their product because of the freshly baked scent of their delicious cinnamon buns.
DeleteDo you personally find this to be an effective method of marketing?
ReplyDeleteAlthough in some cases, scent marketing may be a good idea, and may be effective, personally I don’t feel it to be effective in marketing. The reason why I stress personally, is because for me, scents are such a strong thing with me, and most scents are just off-putting. Not everyone will want the same thing, or crave the same thing, so when they’re using scent marketing and releasing these sorts of scents to “attract” attention, it may actually be turning away customers. For example the other day I was going into Subway, and they had this scent, which I’m sure they were trying to use to bring in customers, but it was so off-putting in my opinion that I just left. I may be the only one who feels this way, but the fact that it may not always be effective, I don’t feel it should be one they use.
Thank you for your comment. This method may not attract certain consumers, but it still does attract their consumers which is why they do keep coming back, Although you dont feel it is very effective, i dont agree nor disagree with your response. I would also feel off towards certain scents which will gve me a migraine at the end of the day or even feel nauseous due to the overwhelming scent. But it has been very effective with their continuing customers.
Deleteanswering question 1:
ReplyDeleteI personally think that this is an effective method of marketing because people like to smell good things. If a store or bakery smells weird or off many people would not want to go there. It is a smart way to attract customers because many people are on their phones so they are rarely looking up, so by hitting their sense of smell it forces them to look up. For example bath and body works has a bunch of smells which draws people in so they receive more sales. However too many scents can be off-putting such as the store Lush. For me it just depends on how much scents are being put. It is a great idea and marketing strategies.
I completely agree with you. I can never enter Lush because it is too overwhelming and usually gives me a headache (So glad they closed that store down at STC). Same goes for most perfumed stores, which is not even all the company's fault. Customers who are looking for a perfumed product will spray many different smells into the air to test them, and when too many people are doing this in a small space, it creates a cluster of different smells that do NOT work well together. But in many cases, it can work, especially, as you mentioned, when people do not look up most of the time. The scents draw them to check out what smells so good.
DeleteThis comment has been removed by the author.
ReplyDeleteThis blog gives us a detailed and vivid marketing phenomenon of scent. Most people could feel the same way as mentioned in the article, but they could not have such summary. Personally, I agree that scent marketing is a way to attract customers especially in some food and bakery store, which makes their products indeed irresistible. However, in answer to the second questions, I believe that scent marketing could be available in some our stores like hair salon, cosmetics stores, etc. For example, LUSH store uses scent marketing to attract people since the fragrance is like their ads, which could be recognized by us even far away from their store.
ReplyDeleteNowadays, advertisements are not restricted to the form of TV, newspaper, or magazine because other kinds of innovative marketing tools seems to be more effective than the old style marketing based on the research.
Shuai Dong
2. Should scent marketing be limited to food retailers and restaurants only, or would you like to see it in all areas of consumer advertising?
ReplyDeleteI think it would be interesting for scent marketing to not just be limited to food retailers and restaurants. Personally scent marketing is effective, as every time I walk pass Cinnabon I am inclined to buy and indulge in the sweet scent that they exude. When it comes to food retailers and restaurants, the scent has a powerful impact on the customers and it draws them in. If this tactic works, I think that other companies could also benefit despite the fact that they are not selling food.
Scents not only awaken your hunger and salivary glands, but they can also connect a person to a certain memory, emotion, moment, etc. With this, customers maybe inclined to buy something if a scent ignites something in them. For example, realtors use scent by baking cookies for open houses and customers associate the home with comfort, and a "homey" feel and are more inclined to purchasing the home. It would be interesting to see how companies and advertisers use scent to their advantage in order to sell more of their products.
Eunice Azurin Liban