An exclusive scent for a brand: strategy and results
Where do you think people buy products more often – online or offline? It seems obvious that on the Internet, because here you can place an order in just a few clicks, plus, it is much more convenient to view different options and make a comparison. It turns out that no. According to a study by British journalist Matthew Chapman, who analyzed “modern shopping experience” (2017), about 60% of customers prefer offline stores. Even assuming that this figure has decreased in three years, we still have the following picture: the brand strategy should take into account both sales channels equally. And this is where companies face a major challenge – which marketing tools will work equally well for online and physical purchases, providing a massive experience.
The answer is simple – professional flavoring. Sensory marketing allows you to interact not only with consciousness, but also with the subconscious of the buyer at any stage of communication To begin with, it’s worth understanding why a fragrance is needed for a brand at all.
A person remembers smells much more clearly than sounds or pictures. Well, any aroma is always an association with its carrier. That is why it is so important to create a corporate scent (aroma branding) – it will be remembered by the client at a subconscious level, therefore, having caught this smell even partially, a person will immediately remember the brand. This process is possible thanks to the limbic system – it processes both smells and emotions. In addition, scent marketing technologies even allow changing a client’s mood with the help of certain aromas. Some invigorate, others soothe, and still others tune in to effective communication. This gives rise to the key value: the creation of an individual scent is a combination of the smells we are used to into a whole picture; by interacting with it, the buyer will become emotionally attached to the purchase or selling space.
Much depends on the brand development strategy, but there is an important point – the same scent can be used in different cases and for different purposes. Increasing sales, drawing attention to new products, communicating with the client, increasing competitiveness – there are enough options. The main thing is to clearly understand which goals of creating a fragrance are important at the initial stage for the brand, and which ones are relevant at later stages.
Let’s try to figure it out first using the example of the offline option. If you need to improve sales on trading floors or engage a larger audience, aromatization of the premises will work successfully. Filling the space with such a smell, you can not only be remembered by visitors, but also stimulate sales. For example, studies have shown that people spend an average of 26% more time in Samsung stores with scent systems without feeling it (Scent Australia, 2019). For a brand with a worldwide reputation, such an increase is enormous.
But what about the online format? How can a scent branding service help in the digital world, if there is still no such level of sensory technology there? The simplest example is the collaboration between Ol.factory and the IQOS representative office in Ukraine. We have developed a series of sanitizers for HEETS stick aromas. More details.
How it works? Customers who order HEETS delivery receive a stylish envelope with branded Ol.factory + IQOS sanitizers as a gift. The buyer is happy with a pleasant bonus, uses sanitizers that are always at hand, remembers the scent, and the next time he wants to purchase a product or recommend it to someone, he will choose IQOS.
Such a creative path of brand promotion is very important in the modern world, where there is no longer a clear line between digital and real space. We have already written earlier that the era of omnichannel is coming – that is, interaction with the client on all available communication channels. And scent marketing technologies allow us to work with this.
Moreover, the creation of a unique scent also implies the development of an appropriate visual – for example, for sanitizers, we have prepared a simple minimalistic design that will attract the attention of a wide audience. Aroma design as a direction of scent marketing works with all senses: the smell attracts attention and is remembered, and the rest of the details (sounds, picture, text) enhance its effect.
We are sure you are already interested in this approach.
Therefore, we are waiting for you in our olfactory space in Kiev (Complex Toronto-Kyiv, Velyka Vasylkivska str., 100), where the Ol.factory team, led by CEO Christina Kurganska, daily creates new fragrances for Ukrainian brands. Let’s flavor together!