Application of scent marketing

Scent marketing has been widely used in hotels, shopping malls, entertainment venues, jewelry, clothing, commercial real estate, home furnishings, automobile 4S stores and other industries. American scholar Mitchell proposed that marketers' use of fragrance mainly focuses on the following two levels:

First, combine product attributes, product selection and trial with fragrance marketing. Some merchants promote consumers' desire to buy by optimizing the aroma of the product itself. For example, adding fruit and flower aromas to daily skin care products can induce special emotional states in consumers. Starbucks, which is famous for its experiential marketing, has extremely strict requirements on the taste and aroma of coffee. Starbucks employees are not allowed to use perfume while at work. The only thing that lingers in the air is the pure aroma of coffee, which is far more memorable than other aromas and has become Starbucks' unique brand culture. Even mobile phone manufacturers can make full use of olfactory marketing. For example, Sony Ericsson has launched a mobile phone that emits a light fragrance when used, making people feel calm after smelling it; the Korean brand LG has a mobile phone called "Chocolate" that can emit The sweet aroma of chocolate.

Secondly, combine scent marketing with the sales environment. For some products or services that have no special smell, such as clothing, hotels, banks, etc., merchants can create a corresponding ideal shopping atmosphere by spraying specific aromas in the retail environment, thereby enhancing consumers' recognition of the quality of products and services. and brand memory, thereby achieving the purpose of increasing sales. For example, the Royal Hotel, which opened in Osaka, Japan, in 1996, features a scent from the ceiling that evokes the atmosphere of the Mediterranean. Thomas Peake, a high-end British shirt retailer, has also developed a personalized scent and placed scent transmitters in newly opened stores in New York, San Francisco, Boston and San Francisco. When customers enter the store, the scent transmitters will emit A fresh, washed cotton smell. This kind of taste enjoyment can quickly remind customers of the brand and that this kind of shirt comes from nature, so they can make a purchase.