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How Big Brands are Leveraging on Scent Marketing as Part of Their Business Strategies

01/06/2014

Scenting of Cinnabon | Initial Hygiene

​A fascinating discovery was made by the Sense of Smell Institute recently about human olfactory sensitivity stating that humans’ visual recalls of images sink to approximately 50% after only three months but can memorise a scent with an accuracy of 65% even after an entire year.

A similar study at the Rockefeller University indicates that in short term we can remember just 1% of what we touch, 2% of what we hear, 5% of what we see, 15% of what we taste and 35% of what we smell. These researches pointed out that we are more sensitive to the sense of smell rather than the other senses.

This is why more businesses are now banking on scent marketing to create memorable customer experience with the hope of influencing shoppers to spend more. Cinnabon and Starbucks are some of the big international brands that are leveraging on the science of smell to boost their sales and profits.

According to the president of Cinnabon, ovens are placed near the front of its store so that the aroma of warm and sweet cinnamon rolls is released when the oven door is opened. Besides that, the stores are strategically located in shopping malls so that the delicious smell can linger to entice shoppers into buying their cinnamon rolls subconsciously. Starbucks on the other hand understands that scent is one of the many key factors in providing their customers with the best coffee experience. The freshly grounded coffee aroma is a branding tool that has shaped many consumer's perception towards it's quality resulting in a growth for the business.

​Scenting is more than just enhancing a store environment because with the right diffusion of aroma it can help create brand loyalty with the customers. A company's brand identity can be further strengthened and this eventually translates to profit growth. Learn more about Initial Malaysia Premium Scenting solutions and speak to one of our scenting specialists to help you select the right scent to meet your company's objectives and goals.

#InitialHygiene #PremiumScenting #ScentMarketing

News and Image Source : Wall Street Journal

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