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.

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.

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.

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.