The magical effect of fragrance marketing-aroma diffuser
December 18, 2020
The magical effect of fragrance marketing-aroma diffuser
Scent marketing, for hotels, is called hotel perfuming, and for other business establishments, it is called space perfuming. It is also called fragrance oil (also
called aroma diffuser, diffuser essential oil, and perfuming essential oil) through the aromatherapy equipment-aroma diffuser After atomization, diffuse into the air
to achieve.
Of all the senses, smell is the closest to memory and emotion.
The effect of fragrance marketing is concentrated in: the influence of fragrance on product brand evaluation, brand memory and advertising effects.
1. The influence of aroma on product and brand evaluation
The practice of fragrance marketing has proved that the pleasant fragrance that matches the characteristics of the product can improve the positive evaluation of the
product by consumers. In a scented shopping environment, a suitable scent can enhance shoppers’ evaluation of the store environment and products, and increase
shoppers’ desire to visit the store again. In addition, the presentation of aroma can enhance people's evaluation of brands, especially for non-famous brands. A large
number of scientific studies have found that 80% of people in a scented room are more inclined to buy or prefer a certain product, and many people indicate that they
are willing to spend 10% to 15% more money on the product. However, different from the product's own aroma and environmental aroma, it may also affect shoppers'
evaluation of all products for sale on the shelf, including those that are not suitable for aroma products.
2. The influence of aroma on the time that customers stay in the store
The pleasant fragrance provides consumers with psychological satisfaction, and the fragrance of retail stores has a positive impact on consumer behavior. Merchants use
fragrance to attract customers, grasp the feelings of customers, and make them feel satisfied and happy during consumption, thereby achieving the goal of improving
customer loyalty. For example, adding fragrance in a retail environment may not directly affect sales, but it can at least extend the time consumers spend in the store
and enjoy the pleasant mood brought by the fragrance environment. This not only increases the popularity of the store, but also provides the possibility to increase
sales. If you cooperate with other promotional activities at this time, the effect is obvious. Popularity itself means wealth, depending on how the business guides and
uses it. The same is true of fragrances in restaurants, night clubs, bars, coffee shops, sales offices, car 4S shops and other business places. For example, the aroma
of white tea can help guests relax, extend their leisure time in the store, and make them consume more coffee and food.
3. The influence of aroma on brand memory
Scent affects people's memories and emotions related to experience. The use of aroma in retail environments can awaken people's memories. For example, the aroma of
coffee can evoke people's emotional memories of daily life scenes, and can also evoke people's memories of a certain happy consumption scene. Retailers are more
willing to provide unique scents. In this way, a connection between the scent and the store’s memory can be formed to strengthen consumers’ memory of the brand.
Studies have shown that aroma can especially strengthen people's memory of non-famous brands, increase consumers' attention to non-famous brands, and extend their
attention time.
Fourth, the influence of aroma on advertising effectiveness
Advertising is an important marketing tool, and more and more companies use fragrance in advertising. For example, Kraft Foods embeds the smell in a magazine
advertisement, and readers only need to rub a few fixed points on the advertisement page, and the deliciousness will float out. Take the Kraft cream cheese
advertisement as an example. The picture shows strawberry cheese cake. Once rubbed, the photo will give off a sweet milky smell. In addition, the flavors of cinnamon
coffee, cherry jelly and white chocolate are also presented in different advertisements in this series.
Five, the influence of different scents
Compared with uncoordinated odors, environmental scents that are coordinated with product styles will make consumers have more positive comments on merchants and
products, and are more willing to approach behavior. The so-called coordination is to meet consumer expectations and form cognitive coordination. Scents that are
coordinated with product characteristics can increase consumers' approach attitudes toward product quality, product grades, and brand information. Uncoordinated aromas
can easily cause consumer cognitive conflicts.
For example, spatial factors such as aroma, background music, color, and temperature will affect consumers' cognition, emotions and consumption preferences. People
perceive products through multiple senses. Consumers will look at the color of the product, listen to its sound, feel its flexibility, and smell its smell. The
information sent by various sensory forms will affect people's evaluation of the product. Conflicting sensory information will surprise consumers first, and then
produce positive emotions (such as entertainment, curiosity) or negative emotions (such as disappointment, anger), and then affect their evaluation of the product.
Background music stimulates impulsive consumption, while aroma is more likely to stimulate rational consumption. The consistency of environmental aroma and background
music can have a positive impact on consumer sentiment and consumer preferences; if it is inconsistent, not only will it not have a positive impact on consumption, but
it may even have a negative effect. When the aroma is in harmony with the rhythm of the music, the consumer's expenditure will be significantly increased, otherwise
there will be a strong negative effect.
In addition, the population density in the store is also a factor that cannot be ignored. The population density in the store and the fragrance of the environment will
affect the customer's consumption experience together. In an environment with high population density, consumers are exposed to too much information stimulation, and
it is too late to process all environmental information. Crowding may also cause a certain amount of psychological pressure, causing consumers to feel that they have
lost their personal space, personal freedom is restricted, and consumers' avoidance behaviors are increased. When the population density is moderate, the fresh and
pleasant environmental fragrance will have a significant impact on consumers' emotions, and can positively affect people's perception of shopping malls. If the
population density is too high or too low, influenced by the theory of incoordination of information, the regulating effect of environmental aroma (that is, fragrance
marketing) will be more negative.
