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Olfactory marketing and retail

From birth we smell, long before we see!

Scented diffusers have been used throughout history and in almost every society. Clocks in ancient Japan burned a different incense every 15 minutes. The pharaohs for their part adorned themselves with sumptuous perfumes to warn of their arrival...

The sense of smell is surely our oldest sense, but it is also the most developed. This is why for several years, professionals have been using it to create a strong link with customers and/or consumers.

Retail and the olfactory experience for its customers

Research in the USA has shown that scent marketing was able to increase retail store sales by 11% and increase customer satisfaction scores by 20%.

No wonder when you know that 75% of our emotions generated every day are due to smell! So when a store or a service area seeks to optimise the experience of its customers, beyond location, design, lighting, employee reception or even the customer journey, a key element must be thoughtful and anticipated: this is the ability to offer a pleasant and identifiable smell to its brand.

Indeed, it has been proven and you have probably already seen it, that you are more likely to return to a store when your shopping experience has been pleasant. In summary, olfactory marketing in retail will therefore make it possible to: - Connect memory and emotion: Memorable scents make customers remember your store. - Communicate value and drive sales: Customers spend more in a store that smells good to them. - Strengthen brand loyalty and image: Consumers become attached to a perfume they love and therefore by extension to the person who represents it. The difference between an olfactory identity and a home fragrance

Diffusing a pleasant, discreet and quality scent is a simple and effective tool for welcoming and reassuring customers. Thus, for 30% of those surveyed, a scented place is perceived as cleaner and 84% of customers remember a perfume they like in the store.

Creating an olfactory identity in its image pushes the experience further. Indeed, when a brand, a sign integrates the olfactory in its brand platform, it will create a unity in the experience of its consumers. Thus, for example, she will be able to distribute her fragrance in her network of stores, perfume her parcels for shipments from her e-commerce site, or even create a collection of scented candles in her image that she will sell or give away to her best customers. Consumers will recognise the brand without even having to see its logo - it will suffice to smell it... Because memories and smells are linked, olfactory marketing therefore allows brands to capitalise on memory by triggering associations linked to pleasure and attachment.

Which scent to choose?

The most important thing in this scent marketing strategy is of course the choice of fragrance. During the creation of your olfactory signature, you are accompanied by our Master Perfumers. They guide you in the choice of the ideal perfume according to different factors: your target, your positioning, your values, the desired atmosphere; your fragrance can also be adapted according to seasonality or the design of your establishment.

And in the future ?

The trend is for perfumes that soothe, that do good but also that give vitality. Scents such as Cotton Flower, fresh grass or even musky scents soothe the spirits and encourage you to stroll longer in the store. Naturalness and the choice of local and quality raw materials are also key elements in providing retail customers with a premium experience in total respect for the environment. At Eco.French.Lab, we collaborate with the best French craftsmen and producers to design and manufacture scented products that are part of a sustainable approach. Depending on our specifications, we are able to offer certifications and ecological labels.

What kind of atmosphere do you want to create? What kind of customers do you want to reach? Contact us to discuss it !

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