Power Of Scent®: How brands influence customer behavior through the sense of smell 6z3714
Sensory marketing is working and many specialized studies are increasingly focusing on it, due to its incredible effects regarding customer behavior. As a reminder, we told you in previous issues that aroma marketing acts on our 5 senses – sight, smell, touch, taste and hearing, to influence our behavior. 2b5347
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As a major difference, the influence of smell on our behavior is explained by the fact that this sense is the only one that does not directly access our consciousness. In other words, when we inhale a certain aroma, the olfactory message is perceived by our unconscious. It does not through the “consciousness box”, but first es through the limbic system. This part of the brain is the headquarters of our emotions, whether positive or negative, and thus plays a key role in our behavior.
Flavor marketing works on us through three different levels:
- Offer perception – anything related to a purely cognitive reaction, such as the perception of a lower or higher quality product
- The affective level – which acts on the client’s state of mind;
- Behavioral level – which affects the purchase decision.
At Washington State University, researcher Eric Spangenberg examined, through scans, the brain centers that are responsible for pleasure. It demonstrated the remarkable ability of certain scents to encourage customers to spend more time in a certain space, spend and even return more often.
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As a notable example, in 2008 the Harrods department store in London distributed twelve different fragrances in its luxury departments. Harrods was thus consistent with its approach on distribution: “genuine entertainment, a full-fledged shopping experience”. According to Harrods, the store is as much a shopping theme park as it is a store. Sounds, lights, smells, the sense of touch, fun animations, everything is designed to make the visitor forget himself. And as proof that it works, Harrods holds the record for time spent in a store with an average of 2 hours and 20 minutes.
Moreover, in the case of casinos or sports betting agencies, where customers are already prone to spend many hours, the comfort offered by the right aroma in the room can decisively influence their behavior. If the aroma is of quality, in addition to the perception of the fact that the place is, consequently, a one, there are also direct advantages on the behavior of the customer/business: intention to spend more, spend more time in the arcade and prolong the experience, good mood and the ability to remain relaxed regardless of other disruptive factors.
Power Of Scent® offers customers a wide range of aroma diffs, for any type of space (offices, commercial spaces, cabinets, homes, toilets, cars, etc.). They are available for both sale and rental, at special prices, depending on the type of diff chosen. Through specially created subscriptions and our specialists in the art of aromas, customers can choose the right natural essential oil for their type of business. Aroma diffs from Power Of Scent® are distinguished by a and elegant design, easy to fit into any type of space. They have the ability to clean and freshen the air with memorable aromas in a few seconds . You can find more details about our products on the website: www.powerofscent.ro, now in a new eCommerce concept.
