How can the diffusion of perfume or an odour be used as a marketing strategy that influences the customers' shopping patterns?
How can the simple act of scenting the atmosphere make sales better? All these questions must have erupted in your mind when you read the title. So, here is the answers to all the questions.
All of this comes under olfactory marketing. This strategy, in the vein of sensory marketing, aims to provoke emotions in consumers exposed to a room fragrance or a particular scent.
These so-called emotions allow subjects to record their experience in the depths of their memory, thus influencing their perception of the place and their behaviour.
How to Put a Product or a Service Forward Through a Perfume?
If
any store or mall wants to use this strategy then real research and understanding
of the customers should be traced behind it. So, it is not enough to place an
essential oil diffuser of 'any kind' to note a convincing result.
In
fact, more than promoting a single product, scent marketing creates favourable
conditions for customers to be more receptive and more willing to buy. This
builds the interest of the customer to buy more and more because it attracts
them. To do this, there are different strategies:
1)
Diffuse an odour in a specific area, corresponding to the products on display:
The smell of fruit in the early fruit section, the “clean” fragrance in the
beauty section, the smell of hot bread in the pastries section. But beware,
these smells should not mislead the consumer as to the quality of the products
offered.
2)
Diffuse an olfactory composition specific to the brand or the brand: Here I
speak of olfactory identity. The consumer is able to identify the place where
he/she is by simple means of the ambient scent. Hotels, public transport, some
stores and some brands use it to differentiate themselves from their
competitors.
3)
Diffusion of scents to create an atmosphere to seduce customers: In this case,
the seller diffuses an air scent capable of appealing to the profile of
visitors. According to the targeted gender audience shop owner uses a variety
of scent.
Whatever
strategy is adopted, it aims to influence customer behavior, in a more subtle
way than a visual medium. An olfactory stimulus can promote the sale of a
product if it is well chosen. Stimulating the consumer's sense of smell can
effectively improve a store's sales.
Identifying The Profile of Costumers
As
the saying goes, "You don't catch flies with vinegar!"
First
of all, it will be necessary to define the profile of the typical customer,
tastes and aspirations, in order to precisely identify the fragrance capable of
attracting them and of provoking the emotions and the expected effects in them.
This
work is based on particular know-how, which only specialized agencies can
master. This first approach then makes it possible to create the appropriate
atmosphere corresponding to the place and the products offered.
Therefore,
after studying the places and their configuration, tailor-made scent diffusers
to create the most pleasant atmosphere for the customer are placed. These
diffusers can be both mechanical and of another kind. For instance, the Scented
candles can do the trick.
It
all depends on the nature of the business, the products offered for sale, the
layout of the premises and the type of customers expected. This whole process
of setting up a real olfactory marketing strategy requires the intervention of
professionals, able to conduct a relevant study and the effect of which will be
up to the challenges.
What To Avoid?
In
stores, care should be taken to avoid diffusing essential oils which risk
saturating the atmosphere with an overly strong odour. Just like in other areas
related to marketing and communication, it is important to master your subject
to be able to measure its effects.
The
perfumes used and the way in which they will be diffused must be in perfect
agreement with the constraints linked to the place to be equipped. An
improperly adapted diffuser could adversely affect the quality of the ambient
air.
As
for the perfume itself, it should reflect the image that we intend to put
forward, as well as be in line with the spirit of the place. Sometimes, a
brand-specific or point-of-sale composition can be much more effective than a
generic fragrance, already smelled in other places by the customer.
In
this case, the accompaniment and assistance of a qualified team will be the
best way to obtain an effective result. In addition, the perfume used must
comply with health protection standards and only a professional team is able to
provide quality fragrances and a real profitable olfactory marketing strategy.
At
the last, it is purely upon the shop owner to use their own knowledge or take
professional help. Therefore, we can conclude how important this invisible
factor is in the marketing strategy of selling the goods and influences the
shopping of customers.
Written
By - Sanskriti Dimri
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