Smell: One of the most powerful ways to engage customers with your brand

 

We are all influenced and affected by the thousands of sensory stimuli we experience every day. The way we see, hear, touch, and smell products and services has a huge impact on our relationship with the brands we choose.

 

Smell is our most powerfully evocative senseSmell is our most powerfully evocative sense; hardwired to the area of the brain which controls memory, it's easy to understand why some smells can transport us instantly to another time, place or experience. We are programmed to navigate the world with our noses.

 

And yet few brands harness smell as part of the brand experience, concentrating solely on the areas of sight and sound.

 

Surprising when you consider the evidence for the use of fragrance as part of a unified sensory brand experience. It's been shown that smells are more accurately recalled and remembered for longer than visual images*.

 

And adding a signature fragrance to a brand experience can both improve memorability and loyalty by up to 30%**. Smell opens up real opportunities for infrequently purchased brands.

 

Sensory Branding case study 1

 

For the UK's largest hotel brand, compliance throughout the operation is critical; all the carpets are the same colour, the reception areas consistently on-brand, every bed conforms to the same comfort level, every pillow meets the same exacting specification. Why not make every hotel smell the same too?

 

Our active sensory branding products make it possible to deliver a breeze of fragrance at every customer touchpoint without the need for costly diffusers or specialist equipment.

 

Working with the marketing and operations teams we've developed a unique signature scent, closely aligned to the brand's identity and we're currently trialling the effect in a number of their sites.

 

Our active sensory branding products make it possible to deliver a breeze of fragrance at every customer touchpoint without the need for costly diffusers or specialist equipment.

 

Frequent and infrequent guests alike are reassured by the same fresh, clean scent delivered at minimal cost through the usual housekeeping routine.

*Smells are recalled with 65% accuracy after 12 months whereas people can recall visual images with only 50% accuracy after 4 months

(Professor Trygg Engen, Brown University, USA)

Sensory branding case study 2

 

We've created a long lasting, slow release floral scent which is applied to packaging and releases when the customer handles the product. The UK's leading supplier of flowers and plant gifts to the retail sector is constantly looking for ways to enhance the sensory appeal and experience of its customer's mail order gift ranges.

 

Without exception, when handed a bunch of flowers our first instinct is to smell them. But, to increase shelf life, most commercially grown flowers are now bred to be unscented.

 

We've created a long lasting, slow release floral scent which is applied to packaging and releases when the customer handles the product.

**By adding a smell to a brand experience, loyalty and memorability increases by 30%

(BrandSense: A study by Martin Lindstrom & Millward Brown)

Talk to us about how we can use fragrance to improve memorability and loyalty for your brands.