Traditional Culture Encyclopedia - Hotel accommodation - Modern business relationships of olfactory marketing

Modern business relationships of olfactory marketing

Hotel scope Many five-star hotels of foreign hotel management groups enhance customers' in-store experience by emitting a unique fragrance in the lobby. And integrate this unique fragrance into the brand to establish another recognition besides visual recognition - olfactory recognition, thereby subtly creating a memory and improving customers' comfort and happiness. No matter where the customer goes, whenever he smells this fragrance, he will be reminded of his pleasant experience staying in your hotel or hotel.

And different hotels choose scents based on their own market positioning. For example, business hotels will choose some elegant plant scents because their customer base is mostly young and natural, advocating simplicity and liking freedom. Some resort hotels will choose sweeter and warmer flavors of various fruits to make customers feel at home. Hot spring hotels will choose the relaxing scent of various petals. Conference hotels have to hold many large-scale meetings, so there are many people attending each meeting. They use more refreshing and odor-removing scents in a limited space. Therefore, various hotels should position themselves according to their own hotel positioning, or Choose the appropriate hotel fragrance according to the needs of your customer base.

Automobile manufacturers and 4S stores

At the 2007 Frankfurt International Auto Show in Germany, every automobile manufacturer used the hardware and audio-visual equipment in the exhibition hall to attract the most customers. BMW used its own hardware and audio-visual equipment to attract the most customers. A side-source fragrance diffuser was placed in the exhibition hall and the fragrance type designed by BMW was selected. Customers came to smell the fragrance immediately. BMW chose the strategy of "the nose is faster than the steps". Many guests smelled the fragrance first and then found BMW. The BMW showroom was crowded for a while. This olfactory marketing not only attracted people, but also well explained the BMW brand, and was imitated by major American and Japanese automobile manufacturers and 4S stores.

Commercial centers and luxury stores

The world-famous luxury brand LV uses exclusive LV fragrance prepared by international perfumers in its flagship store. The results show that the aromatic scent of corporate fragrance can be added to the shopping environment. , not only can remind customers or help customers remember your brand, but also help increase the chance of transaction. When customers shop in this environment, due to the unique smell, they will spend more time shopping, so they will inevitably buy more.

It can be seen that olfactory marketing is also very helpful in shaping the brand image of merchants. “If a consumer often goes to a store that smells fragrant, he will get used to the aroma of the store over and over again. Therefore, fragrance can not only shape the brand image, but also arouse consumers' potential consumption desires and give them a sense of intimacy. Over time, he will feel a little out of place when he goes shopping in other similar stores. ”

In addition, the top international airline Lufthansa is planning to make every seat in the passenger plane exude the mixed fragrance of honey, vanilla, hot bread and breast milk, so that passengers will forget the discomfort and journey caused by the plane takeoff and landing. Fatigue, like returning home. British Airways, Singapore Airlines and French Airports also use olfactory marketing to increase customer loyalty to their brands.

If you travel frequently and travel to many countries, you will find that abroad. Olfactory marketing has covered many fields, including hotels, car showrooms, CBD business centers, wineries, cinemas, banks, cafes, restaurants, office buildings, etc. Now that China has entered an era of rapid development, China has transformed from the world's factory into the world's market. , China will be a big consumer country in the future. No matter whether your company's brand is under establishment or a mature brand, through the analysis and research on the relationship between the five senses of smell, vision, hearing, taste and touch, it will be truly and comprehensively analyzed. Understand consumers' thoughts, feelings, purchasing motivations, needs and desires, thereby completely subverting the company's understanding of consumers' thinking and behavior, and changing the future of the company.