THE SCIENCE BEHIND SCENT MARKETING
UNORO brand scenting solutions are based on decades of proven science and research. And the strong industry knowledge base that allows us to transform that data into actionable and measurable programs for our clients
We understand the need to harness the brain’s interpretation of scents to communicate the essence of your brand. Prove it to yourself: Walk into any well-run retailer and you will encounter and under-stand the power of scent marketing.
Research So Important It Won A Nobel Prize
1991 is a seminal date in the science of scenting. It was then that Richard Axel and Linda Buck published groundbreaking research on how the olfactory system works. Until then, it was a mystery. ButAxel and Buck were able to uncover the truth of how we experience the world through smell. And the key part to their discovery was learning how our brain interprets smell into unique odor perceptions and behaviors. They found that we perceive scent through at least 1,000 receptors – by contrast the eye uses just three to distinguish colors.
HOW EMOTIONS PLAY INTO ROI
Clearly, the research demonstrates that scent has a powerful effect on one’s emotional state. But what about what we care about: sales?
Recent research proves customers seek emotional experiences. In fact, the Harvard Business Review conducted a study on the importance of connecting emotionally with customers. Here’s what they found: Emotionally connected customers are 52% more valuable to a brand than those who are just satisfied. 52%!
A separate study from researchers at Yonsei University studied the importance of managing customer emotions in luxury retail settings. They found substantial improvements in brand perception and attitudes toward the brand. Translation: More sales.
RESEARCH PROVES: SCENT + EMOTION = SALES
According to branding expert and author Martin Lindstrom, “of all the senses, smell is the most persuasive.” His studies and extensive research were captured in his book Brand Sense. His findings expose the untapped potential of the senses for businesses. One study found that by activating more senses in consumers, they form more sensory memories. And the more sensory memories a consumer associates with a brand, the stronger the bond between them.
Of All The Senses, Smell Is The Most Persuasive.- Martin Lindstrom,
Author Of Brand Sense
Beyond Lindstrom, researchers across the world have conducted countless studies on the subject.
The conditions of these studies are broad and the persuasive conclusions feature:
Improvement of food quality satisfaction scores with no change to the food served
Increase in retail store sales
Increase in customer satisfaction scores