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Every day, when I am tired from work, when I walk through the door of the bakery, all kinds of bread sparkle in the warm yellow light, and the sweet aroma of wheat and cream comes to my nose, making people salivate. This sultry fragrance seems to be ** into the bakery, which makes people intoxicated. Surprisingly, however, this blissful aroma does not come from the bread itself, but from the "bakery aromatherapy" used exclusively in bakeries. A small bottle of aromatherapy oil can release such an alluring sweet fragrance and stimulate consumers' desire to buy. In addition to bakeries, bubble tea shops, cafes and even movie theaters also use special aromatherapy to create a unique atmosphere.
This is an instant disillusionment of disillusionment. Aroma marketing has become a popular trend nowadays. Of the five human senses, olfactory memory is the oldest, most delicate, and most persistent, more profound than visual and auditory memory. As a result, more and more brands are starting to pay attention to olfactory marketing. According to statistics, aroma can increase consumers' dwell time by 54, satisfaction by 7, and consumption by 6. In the food sector, many well-known brands have also increased their investment in aroma. For example, Hershey's Chocolate once placed chocolate scent cards near vending machines, which led to a threefold increase in sales of aroma-encircled vending machines.
Starbucks' HVAC is also infused with the aroma of coffee, so many customers can smell the rich aroma of coffee as soon as they step through the door of Starbucks. Aroma can stimulate consumers' mindsets, for example, when you smell coffee, you will naturally think of a café, when you smell popcorn, you will think of a movie theater, and when you smell bread, you will think of a bakery. Therefore, for these stores, the clever use of aroma can make them appear more distinctive and thus achieve marketing purposes. Today, the world of fragrance marketing is quite finely segmented.
In addition to bakeries, bubble tea shops, cafes and cinemas, some retail stores, office buildings and other places have also begun to use special fragrances to create a unique atmosphere to attract more customers. With the right combination of aromas, these places can provide customers with a more comfortable shopping, working or entertainment experience, which can lead to increased customer satisfaction and loyalty. On the whole, aroma, as a subtle marketing tool, has been widely used in various industries. Its unique charm can deeply touch the emotions of consumers, stimulate the desire to buy, and even shape the image of the brand.
Therefore, it is important for companies to make good use of aroma marketing as a tool to improve their competitiveness in a highly competitive market. The rational use of aroma marketing has become the key to the success of the enterprise. Nowadays, it has become incredibly easy to find bread scents on online shopping platforms. There are all kinds of fragrance shops, among which a 5ml bottle of bread fragrance is only about 15 yuan, which is very cost-effective. Not only that, but in addition to the common bread-flavored aroma, there are also pure milk flavors, fresh milk flavors, coffee flavors, popcorn flavors, and so on. Even coffee flavors are subdivided: milky white coffee, caramel, charcoal-roasted coffee, etc.
The stores seem to be able to do anything, and they can do it just by the customer's thought. However, many customers' perception of fragrance may still be at the basic taste level, but they don't know that the store that makes fragrance has already subdivided the field to the extreme. Bakeries, coffee shops, etc. can also buy fragrances that are more suitable for the characteristics of the store as needed, which not only avoids homogenization, but also leaves a deep memory for customers. Opinions differ on the level of acceptance of fragrance among customers. Some customers find it understandable to use fragrance to attract guests, as it stimulates the appetite and keeps people happy. They don't think it's a big deal to use it in moderation. Others, however, have a different view.
They feel that the inconsistency between the fragrance of the store and the taste of the product will make them lose the desire to repurchase, and some even think that the fragrance is a little pungent. However, fragrance marketing is not considered false advertising, because the aroma of many foods is really not long-lasting. At the end of the day, scent marketing is just a means for the store, what really matters is the product itself. Therefore, stores should focus on product quality and not rely too much on fragrance marketing. According to the survey, the global fragrance market is expanding and is expected to reach nearly $11 billion by 2025. In the Chinese market, the fragrance market is also showing a rapid growth trend. This trend shows that the role of fragrance in business practices cannot be ignored.
However, in fragrance marketing, stores need to balance the relationship between fragrance and the product itself to ensure a good customer experience in order to stand out in the fierce market competition. To sum up, the use of fragrance marketing by merchants is indeed a technical job, and it needs to skillfully balance customer attraction and product quality in order to be invincible in the market competition. Question: What do you think about the use of scents for marketing purposes?
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