After writing about my scent-fuelled experience at the Moco, I was excited to write more on sensory marketing. A question sparked in my mind: what if scent becomes an enemy instead of a marketing tool?
As always, let's look at examples.
I love going to cafes. Breakfast, brunch, post-uni coffee – I'm probably eating out in cafes more than I should.
However, some of these 'nice' cafes seem to lack basic ventilation, especially when preparing smelly food such as fry-ups.
The result? You leave with a complimentary whiff of Eau de Friture haunting you (and those surrounding you) for the remainder of the day!
As I've mentioned before, 35% of our capacity to remember sensory experiences is by smell (Kendu). Imagine if customers' memory of a business is associated with an unpleasant smell, and it sticks with them all day... Total nightmare!
For those familiar with the Extended Marketing Mix, you might know that Physical Evidence is actually part of the mix. Therefore, it is undoubtedly essential that this is taken into account by businesses.
Having proper ventilation might sound like a minor change, but it'll optimise a major part of the customer experience, thus also affecting customer satisfaction and ultimately, retention.
Conversely, consider a fragrance or makeup counter in a department store where customers' hands are sprayed with perfume and covered with lipstick swatches.
Not only does this stick with customers as they browse other brands within the store, but also serves as a reminder of the product for hours after. Think cookie re-targeting except in real life!
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