Develop Olfactive Experiences to increase profit
by Claire Boscq-Scott
Your environment has a lot to do with how you feel, and how you feel has a lot to do with how productive you are. Neuroscientists across the globe have studied images of the brain in action and placed emotion in the driver’s seat, asserting that thinking is emotion-based, and while emotions form the basis of thoughts, the five senses – sight, sound, smell, taste and touch – fuel those emotions, wielding the power to persuade, relax and heal.
“Emotions affect awareness, consideration, persuasion, recall and loyalty in the marketplace,” says Dan Hill, author of Emotionomics: Winning Hearts and Minds (Adams Business & Professional, 2007).
Sensory design has earned its place in high-end spas and resorts; but today, hospitals, airports, retail environments and corporate offices alike embrace the senses to forge brand identity while creating inviting environments.
One of the most powerful senses, smell, can trigger associations and draw upon fond memories of other smells. Customers’ olfactory sense will augment the Customer Experience; this is all part of the subconscious Experience. According to Rachel Herz, professor of psychiatry and human behaviour and author of the book “The Scent of Desire”, a smell is just a scent until a person associates it with a specific experience. After the association, the smell becomes a representation of that experience in the mind of the person.
Installing strategically aroma diffusion systems will help connect at an emotional level and generate an unforgettable sensory experience, it will:
- Improve the shopping experience
- Strengthens the positioning of your brand
- High brand fixation in memory by connecting emotionally
- Increased customers loyalty and repeat visits
- Positive perception of high quality products or services
- Prolonged permanence of shoppers by 20%
- Boost employee performances and creativity
- Affect memory, concentration, sustained attention and cognitive function
Businesses should consider the power of this link and choose a smell that associates their Experience with your brand. Why not creating your own Olfactive signature fragrance? A couple of years ago, I created my own perfume: Eau d’abeille, it was a real sensorial experience, it is still now one of my biggest step in growing my brand recognition. A Nike study indicated they increase the intent to purchase by 80% by the simple addition of a selected scent in their many stores. Consider how you can use smells to transport, transcend, and enhance your Employee and Customers’ Experience.
What does your Experience smell like? I challenge you to increase your Customer loyalty and your employees’ productivity by using scents that in turn will create increase sales and profitability.