Marketers Are Targeting Consumer Noses

In today’s saturated advertising and retail economy, marketers are continually seeking new ways to grab the consumer’s attention. Using visual presentation, auditory strategies and scent marketing can evoke positive buying experiences and associate certain triggers with your brand.

Using music for business has been around for a while, and having the right ambient sound in your store can encourage shoppers to stay longer and browse. But what about marketing with scent? According to, using certain scents can increase sales. For example, using a floral fragrance in a casino saw a 45% rise in gambler spending.

Businesses are discovering that custom fragrances, when used carefully, can bring a whole host of benefits. Brand loyalty, higher spends and improved evaluation are just a few of the reported findings.

Using the senses for marketing can awaken some powerful responses both positive and negative, so it’s recommended to use an expert in the field. If you were choosing background sounds, Mood media provide music for business, for example, and there are professionals for all aspects of sense retailing.

So what is the best practice when using scent for marketing?

Keep It Simple

Recognisable and uncomplicated smells work best in the retail environment. It leaves the shoppers’ minds clear to focus on shopping. Complex smells could irritate the senses and actually put consumers off. Smells such as orange, vanilla and lavender are well-known fragrances that can create ambience without annoying the customer.

Choose Your Placement Carefully

Wander around your retail space as though you were a customer and decide where you should disperse your fragrant backdrop. Whether it is by the entrance or next to the POS, using the appropriate bouquet could boost your sales and optimise customer satisfaction. Again, keep it simple and don’t use too many aromas, especially if your retail space is on the small side.

Combine Your Senses Approach in a Uniform Manner

Using music for business, visual merchandising and scent marketing are all persuasive ways of getting your message across to the customer; however, they should be consistent to strengthen your message. You wouldn’t use heavy metal music with blossomy notes, for example.

Know Your Customer

Research shows that men are more likely to be influenced by spicy smells and vanilla is favoured more by women. Floral balms are enjoyed by both men and women alike.