Why is Scent Important?

In today’s world, delivering a memorable customer experience is more vital than ever. The pandemic has shifted how we live, with many working from home or isolating for safety. In this context, how do brands continue to connect with people?

The 5 Dimensions of Customer Experience

Customer experience can be broken down into five distinct sensory dimensions:

1. Visual (Sight): Packaging that clearly communicates brand identity, or displays and images that help customers understand a product better.

2. Taste: Unexpected flavors—like a candy with a surprising center—that create excitement, impression, or even a sense of wonder.

3. Scent (Smell): Aromas that create lasting memories, making customers remember the exact moment they encountered the scent. For example, the smell of earth after rain that makes us feel relaxed, peaceful, and refreshed simultaneously.

4. Sound: Melodies that get stuck in your head until you find yourself humming along; music acts as the "rhythm of the heart" that prevents a brand from being forgotten.

5. Touch: The physical feeling of a product. Brands often select materials that communicate their values; for instance, a natural brand might use wood or plant fibers in their displays.

The Power of Scent in Marketing

While scent is invisible, its greatest strength is that it is felt by the "heart." Scientifically, smell is the first sense a human infant develops. This is because the olfactory system is directly connected to the Limbic System, the part of the brain responsible for "instinct" and "emotion".

For example:

• When we smell smoke, we immediately look for the fire because it triggers our survival instinct.

• When we smell citrusy food, our appetite increases because the scent stimulates the brain's hunger response.

Research: How Scent Influences Customer Behavior

Studies from the University of Chicago and various reputable marketing journals reveal fascinating insights:

• Multi-Sensory Impact: Brands that provide experiences in at least 3 dimensions significantly improve brand recall among customers.

• Perceived Value: In a study within a shoe store, 84% of customers found the shoes more attractive in a scented room and perceived them to be worth $15 more than their actual price.

• Boosting Sales: Exxon gas stations saw a 55% increase in coffee sales simply by diffusing the aroma of coffee within their mini-marts.

• Nike Study: Testing at Nike locations showed that scent increased the intent to purchase by a staggering 80%.

Summary

Scent is a highly effective tool for delivering a brand experience. it directly affects sales, enhances brand image, and creates deep-rooted memories. However, the most important factor remains the "Heart" of the customer—meaning empathy, understanding, and providing high-quality products. These are the ultimate keys to sustainable branding.