Opportunities for sensory marketing are endless; today we explore the sense of smell and how it can contribute to the customer experience.

As a small business, sensory marketing is probably something you’ve never thought about. We’re not suggesting that it’s an essential marketing tactic, but at the same time we can appreciate the various aromas used in retail stores. Using a timber scent in a wood-fired oven showroom gives it a more homely feel and would resonate with the customer.

Memory and smells are closely linked; smells have the ability to conjure memories and emotions. You probably identify smells on occasion from your childhood, I know I still think of kindergarten when I walk past somebody wearing the same perfume my kindergarten teacher did.

Many large companies take advantage of this in marketing their products. The first that springs to mind is Apple and the new device packaging smell. Hotel chains use scents for different areas of their establishments, floral for wedding venue and leather based scents for business functions.

When it comes to retail stores, Nike uses a floral scent to attract customers to the more expensive shoe section. Apparently the M&M store in London has a strong smell of chocolate as you walk in, but their chocolate is all pre-packaged. And I’m sure you recall the strong licorice aromas when walking by a Darrel Lea store. I’ve been known to duck in and grab a bag because of it!

And last but not least, airlines are most well known for their sensory marketing.  Planes are doused in a fresh scent before passengers board. During the flight though, the plane becomes quite stuffy. Here comes the part you may not know about, Airhostesses are required to wear a fragrance too, so that each time they walk past you, you experience a pleasant smell.