Scent marketing skyrockets in the current economy

Retailers have known for decades that a shopping experience should be a complete experience. This is particularly true in the current climate of uncertainty and financial hardship. Consumers are looking to retailers for an escape from the daily grind; a place where they can lose themselves and feel happy. Imagine how put off they would be to find out that the store is noisy, sales staff  could care less,and the place smells “off.” Don’t think for a moment they’ll be back once the economy picks up again.

It’s no wonder that scent marketing is a core component of multisensory branding, and often involves developing an exclusive fragrance for a retailer that perfectly matches their brand identity. Companies already using scent to enhance sales include Bloomingdales, Nordstrom, Macy’s, Jimmy Choo, Hallmark and Abercrombie & Fitch, while a wider variety of specialty retailers are adopting scent strategies. The hardest hit auto industry has also started using scent to attract customers. Some Lexus and Toyota dealerships are using the tactic, and General Motors has rolled out a signature scent for their dealerships. “Strategic scents have been proven to increase the shopper’s dwelling time by as much as 40 percent in a retail environment,” says C. Russell Brumfield, author of Whiff! The Revolution of Scent Communication in the Information Age.

Singapore Airlines introduced a branded scent over 15 years ago, making them the poster child of multi-sensory marketing. More recently (2006), Starwood Hotel’s Westin brand sparked a hotel scenting frenzy by launching its signature White Tea scent for their “This is How It Should Feel” campaign, centered on personal renewal, well being and restoration of the mind, body and spirit.  And Club Med has been scenting shared areas of their Crested Butte and Cancun Yucatan resorts for several years. 

Of course certain basics should be observed: it’s important to control the appropriateness, the intensity of a scent and if a customer wants to be exposed to the experience or not. Once these basic rules are observed you are in good shape and you can have the scent  go to work for you: In consumer testing, scented products have routinely been considered of higher value (the sneaker offered in scented versus an unscented store) and better quality (scented versus unscented toilet paper). Scent impacts the perception of time passing (gamblers linger longer at the slot machines) and space, which does not turn a smallish hotel room into a suite but at least makes it feel like it’s worth the money.