Smell is the most powerful and emotional of all the senses. By using scent, brands are able to connect with consumers on a deeper emotional level, resulting in a more memorable experience.
Scent can attract new customers, increase sales, heighten value perception, and expand brand recognition and customer satisfaction.
How it Works
A scent has the ability to influence behaviour and trigger memories almost instantaneously. When smell is combined with other marketing cues, it can amplify a brand experience and establish a long lasting connection with consumers.
Our sense of smell is believed to affect 75% of our daily emotions. The close connection between the olfactory gland, which registers smell, and the limbic system, that governs emotion and memories, is the power behind our sense of smell.
Scent receptors in the nose connect directly to the section of the brain that is responsible for memory and emotion. This is why a smell has the ability to transport you to a certain time and place, linking back to a particular memory or feeling.
Humans are able to recognize approximately 10,000 different odors, and what’s more remarkable, we are able recall smells with 65% accuracy after a year, in contrast to only 50% of visuals after three months. (Sense of Smell Institute).
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