Scent Marketing: The Secret Sales Tool
Smell: The Secret Marketing Tool That Talks Directly to Your Brain
The battle between brick-and-mortar stores and the online shopping giants rages on. To win customers over, physical stores are weaponizing a sense often overlooked in the digital realm: smell. The science is clear – the right scent can tap directly into our emotions and memories, influencing us more than we realize.
Dallas Pratt knows the power of scent firsthand. While working at an Aesop store in a sprawling outdoor mall, she and her colleagues went beyond a simple in-store fragrance. They'd concoct a welcoming "sidewalk tea" – a few drops of scented lotion in hot water poured onto the concrete outside. The evaporating water spread an enticing scent, luring passers-by towards the shop. It wasn't just about aroma, Pratt insists, but about crafting an experience of warmth and hospitality that drew people in.
Companies have been manipulating shoppers with scent for as long as retail spaces have existed. Think of bakeries or perfume stores wafting their aromas into the street. In recent decades, this strategy – called scent marketing – has evolved into a sophisticated practice, with tailored fragrances crafted to speak directly to our subconscious.
Why is smell so powerful?
Unlike sight, touch, or sound, our sense of smell is wired directly into our brain's limbic system, where emotions and memories reside. "The system hijacked by smell is fundamental to how we think and feel," explains Rachel Herz, a Brown University neuroscientist and scent strategy expert.
This deep-seated connection means our reactions to scents are highly individual. What might calm one person – say, the scent of lavender – could trigger unpleasant memories for another. That's precisely why brands meticulously design their unique fragrances.
Aradhna Krishna, a marketing professor at the University of Michigan, was a pioneer in researching how our senses combine to influence our perception of brands. She found multiple senses working together are dramatically more potent than any single sense in isolation. Show someone a picture of a chocolate chip cookie, it's pleasant. Add the aroma of baking cookies, and their mouth will likely water.
"A product's smell can make you remember details you might otherwise forget," Krishna says. "The shape of the product, its packaging, where you first encountered it...scent ties all those memories together."
From Subtle to Subliminal: How Brands Craft the Perfect Scent
Crafting a signature scent that becomes synonymous with a brand is a delicate science. Companies like ScentAir, one of the industry giants, begin by analyzing every facet of the brand's identity. Neohni Gilligan, ScentAir's fragrance and product marketing director, explains that only one or two questions in their massive brand questionnaire directly concern scent. They delve into details like decor, lighting, music, and the target customer to capture the essence of the brand.
Certain pairings seem intuitive. A furniture store might amplify the welcoming scent of leather. A Cinnabon franchise wouldn't be complete without the mouthwatering aroma of fresh-baked cinnamon rolls. To that end, they strategically place their ovens near the entrance so the scent spills out onto the street. When they tested ovens at the back of the store? Shockingly, sales plummeted.
Other brands aim to evoke a feeling rather than a specific item. Both spas and hotel lobbies might desire a sense of relaxation, but the specific blend of scents they'd choose would differ drastically to match their unique brand identities.
Once Gilligan maps out the scent's core characteristics, she brings in fragrance experts to actually create it. Safety is paramount, as local regulations vary and they take care to avoid ingredients likely to trigger unpleasant or even dangerous reactions.
The Art of Scent Marketing: Subtlety vs. Boldness in Retail Branding
But how intense should the scent be? Should it blast shoppers like a wall of fragrance, as Abercrombie & Fitch favors with its signature Fierce cologne? Or is a subtler, whisper-like fragrance more suitable, leaving a lingering memory without overwhelming shoppers?
"Sometimes, the greatest scent strategy is one the customer doesn't even consciously notice," notes Caroline Fabrigas, CEO of Scent Marketing Inc. "In those cases, it's your brand itself subtly whispering to them."
Unlike perfumes that evolve on a person's skin, commercial scents must stay consistent. Marketers carefully plan how to distribute the chosen fragrance. Options include integrating it into the ventilation system, using visual cues like candles, or employing strategically-placed mechanical diffusers. These can be controlled by smartphones, programmed to release different scent intensities throughout the day. Think of your grocery store intensifying its rotisserie chicken scent in the afternoon to tempt hungry dinner shoppers.
The cost of this invisible branding varies wildly. It could be a few thousand dollars or many times that amount, depending on space size and the complexity of the fragrance. Olivia Jezler, who founded the scent marketing firm Future of Smell, argues this is a worthwhile investment. Compared to the money poured into visuals and music, scent leaves a deeper, longer-lasting imprint on consumers.
"At many budget-friendly stores, we can practically smell cheap materials in the air," Jezler points out. "This subconsciously tells us the products are also cheap, no matter how trendy they look."
Scent and the New Retail Experience
Retail is still clawing its way back after the pandemic-era disruptions. Both Fabrigas and Jezler predict the future of flagship stores will be wildly different from the past. "The pandemic lockdown made people yearn for public spaces and experiences," Fabrigas says. "Stores now need to offer more than just a place to buy things – they have to be immersive, engaging environments." She sees this trend already in spaces like the Museum of Ice Cream, where she designed bespoke scents to enhance the experience.
Scent can transform even the most mundane of errands into a brand experience. Jezler believes e-commerce is losing out by neglecting a key element of shopping. "Companies put so much thought into 'unboxing' experiences," she observes. "Imagine if Chanel included a subtle whiff of their iconic No. 5 scent within their packaging – what a powerful way to emotionally connect with customers at home."
My own recent trip through Chicago's shopping districts seemed to confirm this notion. Zara no longer assaulted the nostrils with the scent of plastic. Instead, a neutral, almost cardboard-like aroma hinted at the temporary nature of the trendy clothes inside.
Scent Marketing: Capturing Memories and Elevating the Retail Experience
Ralph Lauren, predictably, had Green-scented candles for sale. Tommy Bahama reeked of suntan lotion and tropical fantasies, while Abercrombie clung to its notoriously bold Fierce scent. Herz suspects it's become so familiar by now that it triggers nostalgia even for former shoppers now parenting teen customers. The high-end boutiques along Oak Street kept their scents deliberately subtle, an air of hushed luxury that contrasted sharply with the street's exhaust fumes.
Interestingly, at Chanel, the strongest, most complex scents were concentrated near the cosmetics counter. "We try to avoid overwhelming customers or staff with fragrance," an employee explained. Dior, however, fully perfumed their store, using their signature perfumes as an invisible thread throughout the space.
Armani's current location was deliberately scent-free – a marked change from their previous location on Michigan Avenue. There, they'd diffused Bois d'Encens, inspired by the designer's childhood memories of church. Antony de Angelo, a long-time employee, reminisced about how the fragrance spoke to both Europeans, for whom it was a familiar scent, and to Americans, for whom it represented a touch of foreign travel.
Like Pratt at Aesop, De Angelo saw the fragrance as a way to welcome customers. "It became a talking point," he said. "People would comment on it, sensing that it was something special, not an off-the-shelf scent. I do miss it at the new store."
The Scent of Success: Beyond Traditional Stores
Herz, the neuroscientist, emphasizes that an effective scent always hints at something slightly unexpected. "Our brains are designed to crave novelty," she explains. This explains why some marketers embrace truly unusual scents. Burger King Japan went viral with its limited-edition Flame-grilled Fragrance cologne. A Dutch funeral home opted for a somber chrysanthemum scent with a "hint of mortality," aimed at getting people thinking about end-of-life planning.
Most brands, however, prefer a subtler touch that still connects with shoppers on a sensory and emotional level. While both Abercrombie & Fitch and Hollister target young men, Hollister adds a sea spray note to their signature scent to telegraph its surfer-dude, California vibe. Dunkin' Donuts' in-store aroma isn't just coffee, it's pumped full of an extra sugary sweetness mimicking fresh doughnuts.
"It's about forging a connection beyond the rational mind," explains Professor Krishna. "When a brand taps into your emotions, it becomes a potent driver of your behavior."
The Future of Scent Marketing: Transforming Retail and Hospitality Spaces
Scent marketing can even help solve difficult problems. Take Primark, a UK store known for its bargain-basement prices, but also for a sometimes chaotic shopping experience. In 2013, the company partnered with a scent marketer to combat this negative image. Together, they designed "Cotton Fresh," a bespoke scent with hints of summer flowers and clean linen, designed to project a sense of calm within the vast stores.
A Primark spokesperson, in a press release, emphasized that the use of scent was part of their overall push to make shopping at Primark more enjoyable. They also introduced plants into stores and revamped their music selection – further examples, says Krishna, of how appealing to multiple senses can drastically enhance the customer experience.
It's no surprise scent experts saw an opportunity in helping create inviting spaces during the pandemic. ScentAir rolled out a line called "Refresh," using antimicrobial essential oils to soothe nervous shoppers returning to public life. Other companies doubled down on "clean" scents like crisp linen, playing on the heightened desire for sanitized spaces, especially in hotels.
But even as stores adapt to a changed world, Jezler predicts scent branding will only become more pervasive. She envisions a day where it's as commonplace as a unique visual logo or a catchy jingle.
"Scent is an easy thing to implement, but it has immense potential," Jezler insists. "In the future, I believe businesses that ignore this aspect of branding will do so at their own peril."
Conclusion: Beyond the Store and Into Our Lives
While the use of scent in marketing and retail is rapidly evolving, its potential extends far beyond the confines of physical stores. Imagine a future where real estate agents stage homes not only with fresh flowers and baked goods but also with tailored scents designed to evoke feelings of warmth, security, or even sophisticated luxury. Car companies could infuse their showrooms (and even their vehicles) with scents that suggest power, excitement, or the freedom of the open road.
The possibilities in the realm of personal care are also tantalizing. We already see scented soaps, shampoos, and lotions, but what if our deodorant or body wash was subtly imbued with a fragrance scientifically proven to boost confidence or reduce anxiety? What if the scent of our workout clothes could become a motivator, subtly propelling us to reach our fitness goals?
Some brands are already venturing into this territory. Several companies now offer "functional fragrances" that claim to impact mood or focus. While the science behind these products is still emerging, the concept suggests an intriguing new role for scent in our lives.
Even the world of technology might embrace this invisible sensory tool. Virtual reality experiences could gain a deeper sense of immersion by incorporating corresponding scents. Imagine feeling the salty tang of sea air as you explore a virtual beach or inhaling the crisp scent of pine needles while hiking through a simulated forest. The integration of scent could unlock a new level of realism and emotional engagement.
As with any powerful tool, the ethical implications of scent marketing must be considered. There's a fine line between enhancing an experience and manipulating a person's emotions or behaviors in a way that feels intrusive or even harmful. Consumers, armed with an increasing understanding of these subtle marketing techniques, might begin to crave scent-free zones – places where they can simply exist without being targeted on a subconscious level.
Ultimately, the future of scent marketing lies in a delicate balance between innovation and respect for the consumer. When done responsibly, scenting our world can enrich our experiences, evoke powerful memories, and enhance our connection to brands. But when overused or manipulated for purely commercial gain, the magic of scent risks being tarnished, leaving us all yearning for a simple breath of fresh, unscented air.
