Using Scent to Create Emotional Connections with Customers

Our Using Scent to Create Emotional Connections with Customers is the most primal and mysterious of the five senses, triggering memories and emotions that can influence perceptions of product quality, store ambiance, and customer engagement. For this reason, retailers are increasingly using scent as a key element in their marketing strategy, experimenting with unique fragrances to draw in customers and forge connections that build brand loyalty.

The Role of Scent in the Marketing Mix

A recent study by the Journal of Retailing compared sales in a home decor store where a simple orange scent was used with sales in a store that had no scent at all. They found that the store with the simple scent saw an average of 20 percent more sales than the store without a scent. The study also found that consumers spent longer in stores with a pleasant smell, increasing their engagement and potential purchases.

Other studies have shown that certain scents can increase impulse buying, and that the right scent can improve perceived product quality. In fact, the scent of a fresh loaf of bread can make a consumer crave that exact brand of loaf of bread, influencing purchasing decisions. And a scent can be gender-designed to influence shopper behaviors—in women’s clothing stores, for example, the right feminine fragrance can enhance purchase intent.

By carefully integrating scent across multiple touchpoints and choosing fragrances that align with the brand identity, companies can use scent to transform the user experience from commercial spaces to online interactions. Whether the goal is to elevate an in-store experience, inspire a new product launch, or build brand loyalty, incorporating the right fragrances can help businesses reach their goals.