People stay as much as 44% longer in businesses that smell good. Is your business up to snuff? The pleasant smell of baked cookies or fresh-baked bread. The scent of shoe leather or new sneakers. The waft of alluring perfume wafting across a sales floor.
Scents in retail are nothing new, but they may be underemphasized in marketing. Aroma 360—a Florida-based scent marketing and branding company with clients like Ritz Carlton, Paradise Island Bahamas and Ferrari of Ft. Lauderdale—finds that customers stay as much as 44% longer in a business “surrounded by an attractive scent.”
Marketing News spoke with Farah Abassi, founder and “chief aromachologist” at Aroma 360, to get her take on scent marketing, why it works and if a business can smell too much for its own good.