Olfactory marketing arrived to stay. The sense of
smell and its unique connection to the limbic system in the brain has made
brands incorporate odors to their marketing strategies.
What the sense of smell does is that it attaches an
odor to a memory, just as cookie smell means grandma and childhood, or shoe
smell is disagreeable some odors help us connect to a brand, and to develop a
loyalty that translates into sales.
Olfactory marketing has been around for some time, and
some large companies use it with great success. In this article, we'll talk
about these examples and how they capitalize on this.
- Starbucks coffee. Coffee shops are a
timeless business, but Starbucks took it up a notch when they built an
entire experience around a coffee cup. What they did was to ban smokers
from their shops so that the inside smelled like coffee. This made it a
favorite for a lot of people and now they're a worldwide franchise.
- Disney. Disney are master marketers,
olfactory marketing has been a major part of their shows and theme parks
for the last 15 years. Their shows are enriched by olfactory effects and
they also disperse popcorn smell around their food venues, which makes you
hungry and ready to buy.
- Rolls-Royce. Whenever a client takes its
car to service, it is sprayed with brand new leather and wood smell, this
gives people the impression that they're getting a new car each time.
- Dunkin Doughnuts. Perhaps one of the most famous
examples. It happened in Korea, whenever there was a Dunkin Doughnuts ad
in public transport, the coffee smell was released. It increased sales by
16%.
- Thomas Pink. This shirt designer sprays his
stores with linen smell to certify the quality of the fabric he uses.
- Jordan’s. This furniture store aromatizes
its stores using bubblegum in the youth section, and pine where the most
rustic furniture is. Their sales have increased because of this.
- Abercrombie & Fitch. This popular
clothing vendor diffuses its male fragrance in the male clothing section.
This measure increased sales by attracting customers.
- The Hilton hotel chain has a custom aroma
for their lobbies; it can only be smelled there.
If big companies use olfactory marketing is because it
works, and you should consider it to elevate your business.
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