The sense of smell has an extremely powerful impact on human behaviour, mood, as well as perception
What we see and hear goes to the left side of our brain while what we smell is hardwired to our limbic system in the right side of our brain. The limbic system is also known as our “emotional core”, meaning that we are more likely to remember what we smell than what we see or hear.
“Nothing is more memorable than a smell. One scent can be unexpected momentary and fleeting, yet conjure up a childhood summer beside a lake in the mountains”
The Importance of Scent in Retail Marketing
When we walk into a retail store, our senses are stimulated in a multitude of ways. Ambient scenting through scent diffusers adds an entirely new dimension to the in-store experience by drawing on the strongest of our senses, instantly cueing memories and emotions that turn that moment into a truly memorable experience. Scent marketing is an extremely important tool that can increase brand awareness, loyalty, and customer engagement.
As a result, scent marketing can help businesses to increase both sales and time spent in-store by uplifting customers’ moods and encouraging them to spend more. Scenting can also improve event execution by increasing brand recognition in today’s highly competitive market.