A clause has already begun to be included in the rental contracts for shopping center spaces in the United States. In addition to regulating the usual elements that are usually included in the rental contracts of a commercial premises, it has begun to put limits on the smell that these can give off. The perfume of one establishment cannot clash with those of the others and the scope of its fragrance can only reach up to a specific perimeter.
Have the managers of the shopping centers in question gone crazy? Can you limit the delicious smell that comes out of a freshly baked loaf of bread or the crepes they make in real time at the corner bar? The truth is that the regulations, although surprising, have a certain explanation and a very solid one. Brands, establishments, have stopped Ecuador WhatsApp Number List relying on the scents they generate in a natural way, so to speak, and have begun to establish their own olfactory footprint. Neither the loaf of bread has been freshly baked (or not so casually) nor the cozy vanilla smell of the corner clothing store is a good choice of the managers of the store. Everything is thinking to have the best effect on the consumer.
This is what is already known as olfactory marketing: brands have realized that smells have a direct effect on the consumer and above all one that is not very controllable and they have decided to count on it. Scent marketing affects on a level that goes beyond the conscious.
Scientific research has shown that smell is the most emotional sense of all those possessed by the human being and that, therefore, it is associated more strongly with emotions than other stimuli could be associated with. For this reason, as explained in a report by ZenithOptimedia in which they include olfactory marketing among the great trends in growth in marketing this year, the consumer does not process the smell in a rational way, but rather automatically generates an emotional response to it. .
Consumers perceive fragrances at a subconscious level and they trigger an emotional response that impacts their purchasing decisions. This is the reason that all the supermarkets seem to have agreed to open ‘bread ovens’ in one of the corners of the establishment, for example. The smell of freshly baked bread opens up, so to speak, the appetite and is associated with certain values, such as artisan or fresh, which have an impact on purchasing decisions.
Smells can, in fact, mark the success or failure of a company. This has happened with the American pastry chain Cinnabon, which has become a bestseller thanks to a very efficient strategy of choosing good physical positions and playing very well with smells. The chain’s specialty is cinnamon rolls, which they bake every half hour. They do not do it to always keep them fresh but to generate a smell of cinnamon. Cinnamon is associated with home and is an emotionally powerful scent. When the buyer walks through the door, they are struck by the smell of cinnamon and thus an emotional response associated with the fragrance is triggered.
The olfactory experience will also be more common than ever in the future. As an expert points out to AdAge, just as now you cannot enter any establishment without listening to ‘ambient’ music, the same will happen in the future with odors. “We are where the music was fifteen years ago,” he notes. The olfactory marketing industry is already growing, in fact, at a rate of 15% per year and was expected to reach 300 million dollars in global turnover by the end of 2014. In 2013, it had already managed to position itself at 200 million.
It’s not just a hook, it’s something else .The smell cannot also function solely as a hook to attract consumers to an establishment and induce them to buy. The future of scent marketing can go much further and can also be situated in a much broader line of what companies should or should not do.
As they point out in the ZenithOptimedia report, fragrances have many applications. They can become a key element in events and when offering product samples, managing in the future to generate direct associations between a fragrance and brand recognition. They can also become another part of the consumption process, being incorporated into the customer experience more generally.
And, even more remarkable, fragrances can become an element with an appeal of its own. Now that consumers are determined to demand that brands offer them experiences, fragrances can be a very efficient key to achieving this.
Consumers are fascinated by the idea. Because it exists, there is even a device that allows scent sharing through the smartphone, the oPhone, which managed to sneak into all media