For all retail categories, the adoption of scent marketing can be a valuable opportunity to make lasting connections with consumers, especially if they are utilised as an integral part of any sensory marketing strategy. Like Coca-Cola, the most successful brands will use scent marketing in an increasingly sophisticated manner devising scents that align with a consistent brand image, targeted to specific seasonal periods or certain sub-sections of the population. Abercrombie & Fitch has been mastering this for years as it uses extensive market research to deliberately target its powerful scents to a younger demographic.
Altogether, scent can be used to truly engage with people on a multi-sense level, as it allows brands to curate a unique and appealing environment. This insight has relevance beyond the world of retail, as scent can be used in many different environments to trigger certain physical responses. The West Coast Institute of Aromatherapy has conducted research into the specific scents that promote productivity within the workplace. Peppermint, for instance, is identified as a stimulant for creative thinking, helping you concentrate and maintain energy. In the next five years, as more people will come to understand the power of scent in this regard, employers will adopt scent alongside the right sounds and lighting to help boost productivity levels, creating an environment where workers can concentrate and perform at their peak.
Linda Ralph is vice president of international business development at Mood Media, a provider of in-store media solutions to help brands connect with their customers, enhance their brand image and grow business.
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