In all senses, the sense of smell is most closely associated with memory and emotion. The effect of fragrance marketing is embodied in the impact of aroma on product brand evaluation, brand memory and advertising effect.
First, the impact of aroma on product and brand evaluation. Marketing practices have proven that a pleasant aroma that matches the product's characteristics can enhance the consumer's assessment of the product. In a scented shopping environment, the appropriate aroma can enhance the shopper's appreciation of the store's environment and merchandise, and increase the shopper's desire to visit the store again. In addition, the presentation of aroma can enhance people's evaluation of the brand, especially for the non-well-known brands. In a fragrance-rich room, 80% of people tend to buy more or prefer a particular product, and many people show a willingness to spend 10%~15% on the product. However, unlike the aroma of the product itself, the ambient aroma may affect the shopper's assessment of all items on the shelf, including those that are unsuitable for aroma.
Second, the effect of aroma on the stay time in the store. The pleasant fragrance provides the psychological satisfaction to the consumer, the retail store's fragrance has the positive influence to the consumer behavior. Merchants use aroma to attract customers, grasp the feelings of customers, let them in the consumption of satisfaction, happy psychological mood, so as to achieve the goal of improving customer loyalty. In the retail environment to increase the aroma, although not necessarily directly affect sales, but at least can extend the customer stay in the store time, enjoy the environment to bring the joy of mood. For example, lavender aroma can help guests relax and prolong their leisure time in the store, thereby consuming more wine, coffee and food.
Third, the effect of aroma on brand memory. Smells affect people's memories and experience-related emotions, and the use of aroma in a retail environment can awaken people's memories. For example, the aroma of coffee can arouse people's emotional memory of daily life scenes, but also can arouse people's memories of a happy consumption situation. Retailers are more willing to provide a unique scent, in which the scent is linked to the store's memory, reinforcing the consumer's memory of the brand. Studies show that aroma can especially enhance the memory of the unknown brand, increase the consumer's attention to the unknown brand, and prolong their attention time.
The effect of aroma on advertising. Advertising is an important marketing tool, and more and more companies will use the aroma in advertising. Kraft, for example, embeds the scent in a magazine ad, and as soon as the reader rubs a few points in the ad page, the delicacy is released. Take Kraft cream Cheese ads For example, the picture is printed with strawberry cheesecake, once rubbed, the photo will emit a smell of sweet milk. In addition, the taste of cinnamon coffee, cherry jelly and white chocolate is also presented in different ads in the series.
Five, compared to the uncoordinated odor, and commodity style coordination of the environmental aroma will make consumers more positive evaluation of businesses and commodities, more willing to produce closer behavior. The so-called harmony is to meet the expectations of consumers, the formation of cognitive coordination. The aroma that is compatible with product characteristics can increase consumers ' approach to product quality, product grade and brand information, and the uncoordinated is apt to cause consumer's cognitive conflict.
For example, the spatial factors such as aroma, background music, color and temperature will have an impact on consumers ' perceptions, moods and consumption preferences. People perceive goods through multiple senses, consumers look at the color of the product, listen to its voice, feel its flexibility, and smell its scent. The information sent from various sensory forms will affect people's evaluation of the product. Conflicting sensory information first surprises consumers, then produces positive emotions (such as entertainment, curiosity) or negative emotions (such as disappointment, anger), which in turn affect their evaluation of the commodity. Background concerts stimulate impulsive consumption, while aroma is more likely to stimulate rational consumption. The consistency of ambient aroma and background music can have a positive impact on consumption sentiment and consumption preference, and if not, it will not only have positive effect on consumption, but also have negative effect. When the aroma is in tune with the rhythm of the music, the consumer's spending will be significantly increased, otherwise there will be a strong negative effect.
In addition, the store population density is also a factor that cannot be neglected. The store population density and the environment aroma will affect the customer's consumption experience together. In a high population density environment, consumers are in too much information stimulation, too late to process all environmental information. Overcrowding also may cause some psychological pressure, so that consumers feel lost personal space, personal freedom is limited to increase consumer avoidance behavior. When the population density is moderate, fresh and pleasant environment fragrance on the consumer's emotional impact will be more significant, can positively affect people's perception of shopping malls. Population density is too high or too low, under the influence of information uncoordinated theory, the regulation effect of environmental aroma will be more negative.
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