FIVE BENEFITS OF OLFACTORY MARKETING
Olfactory marketing is an effective and very important tool in the process of creating and defining a brand.
Today, this marketing tool is used by companies in diverse sectors such as restaurants, retailers, and hotels, who have evidenced the advantage of having an odotype that gives them a clear brand identity and makes them recognizable by the consumer, while creating unique and pleasant experiences for the client in the establishment and influencing the increase in sales and brand loyalty.
Neuromarketing: A highly effective olfactory strategy
Neuromarketing or sensory marketing is a science that investigates the mental processes associated with perception through the senses and how this consciously and unconsciously affects consumer behaviour.
The five senses play a fundamental role in the perception of the environment, both for humans and the animal world.
Based on this reality, it is known that sensory marketing is a very effective tool focused on improving the consumer’s shopping experience and, therefore, promoting their permanence in the establishment.
Among the five senses, the sense of smell is the one that most influences the limbic system, responsible for the activation of memories and emotions.
Five Benefits of Olfactory Marketing
In the 1970s, psychologist Trygg Engen conducted several research studies in this field.
His studies led to several conclusions of great interest to the world of neuromarketing, the olfactory physiological process and how exposure to different fragrances or flavours produces changes in mood, emotions, behaviour and consumer purchasing and consumption decisions.
1. Olfactory identity and customer loyalty
The use of an odotype favours the unconscious creation of an emotional and olfactory link with the brand and the user, creating a bidirectional communication thanks to the neuronal association in his mind between the brand’s odotype and the emotions perceived during his stay in the establishment.
This association will produce a benefit in the memory of the brand and the sensations perceived even when the consumer is no longer in the establishment.
2. Increased dwell time
Different studies in addition to those of Trygg Engen have shown that the application of olfactory marketing in establishments such as retailers improves the shopping experience and prolongs the stay in them by up to 15% more.
This significant increase in dwell time leads to multiple benefits that translate into an increase in consumption and, therefore, in turnover.
3. Production of desire and incitement to consumption
The use of certain odotypes, such as those used in restaurants (coffee flavours, etc.), awaken the consumer’s appetite and incite consumption of the products sold in the establishment.
4. Emotion and behaviour modification
Fragrances are emotion and behaviour modifiers thanks to their direct connection and interpretation in the limbic system. Many companies use this benefit of fragrances to produce positive sensations in their customers, such as joy, optimism or relaxation.
5. Endomarketing: Motivated and committed team
The diffusion of a pleasant fragrance in the workplace (establishment, offices…) increases employee motivation, which translates into emotional improvements in people and, therefore, in the creation of a friendly work environment.
Olfactory identity: Success stories
There are many companies and brands that have already implemented, know and benefit from the advantages of having established a unique olfactory identity.
The use of fragrances or flavours that set the atmosphere in an establishment is an emotional factor that, as we have already seen, encourages the time spent in the establishment and promotes consumption. For example, cinemas use popcorn scents and many coffee shops diffuse coffee flavours in their facilities, making the user want to consume, and increasing billing, or certain travel agencies incorporate tropical and ozone fragrances that unconsciously bring customers closer to their desired destinations.
Other types of establishments, such as retailers or hotels, aim to develop an olfactory identity that increases the time spent in the establishment and creates an emotional bond that allows the user to remember, associate and recognize the brand.
On the other hand, other companies use the flavour therapeutic benefits of fragrances in their odotype to produce positive behavioural changes in the user, such as some dental or physiotherapy clinics that set the waiting room with fragrances like lavender to help relax the patient and/or reduce their stress before being attended.
Many companies have also incorporated sensory marketing in their own offices and facilities with the aim of improving the motivation, concentration, and creativity of their employees.
Odotype: Develop your olfactory identity
Establishing an invisible and silent strategy through olfactory identity has proven to be a great partner to increase brand positioning and differentiation, improve the shopping experience, increase sales, and even produce positive sensations and motivate the work team.
The definition and creation of an odotype that perfectly represents the essence of the brand and highlights its values while arousing emotions in the consumer or employees, requires a thorough prior analysis of both the company and its objectives, for which a customized sensory strategy is defined to ensure success.
At Bordas we are experts in olfactory marketing, and we create tailor-made air-caring fragrances and flavours through all types of application (diffusion, candles, mikados…), and for all types of spaces and sectors.
After having elaborated a briefing with our marketing and product development department, our expert perfumers and flavourists will develop various odotypes that are adapted to each client, needs and objectives, providing at all times a personalized service and support in marketing, technical and regulatory matters.
In addition, in order to create a broader brand strategy, at Bordas we adapt the odotype to any application of interest that will result in a differential and added value, such as the development of a unique alcoholic perfume, or for its incorporation in personal care, textile care and home care products that the user can use in their daily life.