Efficient olfactory marketing: the ultimate guide

Efficient olfactory marketing: the ultimate guide

Introduction to olfactory marketing 

Olfactory marketing is not an invention of advertising experts, but a new awareness of one of our most important sensory organs: the sense of smell.  

Scent determines our actions, conveys the first impression, makes us relax, motivates us to act, communicates value and cleanliness. 

What is olfactory marketing? 

Olfactory marketing is a marketing strategy that involves the targeted use of fragrances.  

Through the targeted use of fragrances, brands or shops can emphasise their brand identity and differentiate themselves. Olfactory marketing is often used in areas such as retail, hotels, catering and fitness studios. It is part of sensorial marketing.  

How does olfactory marketing work? 

Scents can strongly influence our behaviour, as the sense of smell is closely linked to emotional memory. Therefore, a well-chosen fragrance can not only increase the willingness to buy, but also strengthen the image of a brand. Careful analysis of the desired objectives is an advantage in this regard. 

 

Advantages of olfactory marketing 

  1. influence on the behaviour of customers    
  2. evoke positive emotions   
  3. extend the time spent in shops or salesrooms 
  4. strengthen the image   
  5. emphasise brand identity 
  6. improve the shopping experience 
  7. create atmosphere 
  8. Promote cleanliness 
  9. Communicate value   
  10. Create an emotional bond 
  11. Promote purchasing decisions 
  12. Reduce stress 
  13. Convey multi-sensory experience 
  14. Reinforce sales strategies 

 

Olfactory marketing in hotels 

An inappropriate olfactory stimulus in a hotel is immediately noticed by the guest and is no longer tolerated nowadays. It is important to carefully guide guests throughout their stay with the right fragrances in every ambience. Different rooms, seasons and people's expectations should always be taken into account. A fragrance that recognises a brand can also be a desirable solution, whereby the greatest possible acceptance of the guests should be achieved.   

  

Tips for optimal room scenting 

The following factors should be considered:  

Intensity, target group, seasons, space, nature, aim of the olfactory stimulus  
 

Olfactory marketing in the SPA 

Here are some specific aspects of olfactory marketing in the SPA environment: 

Promotion of relaxation:    

    Soothing scents are often used in SPAs to create an atmosphere of relaxation and calm. These fragrances help guests to reduce stress and relax faster. Fragrances that evoke feelings of hunger or contradict the premises create incoherence in the brain and should therefore be avoided. 

    Complementing treatments:   

    Fragrances can be specifically integrated into massages, aromatherapy or other wellness treatments. Essential oils enhance the effect of treatments by calming the body, promoting blood circulation or strengthening the immune system. 

    Creating a brand experience:   

    Many spas have a signature scent that is specifically matched to the ambience and philosophy of the establishment. This scent signature increases loyalty in the long term and forges positive memories. 

    Reinforcing the ambience:   

    Different scents are used in different areas of the SPAs, such as the sauna, relaxation areas or treatment rooms. For example, refreshing scents such as mint, eucalyptus or lemon are often used in saunas to open up the airways and promote a feeling of freshness. 

    Mood enhancers:   

    In reception areas or waiting areas, the targeted use of citrus scents can lift the mood of guests and create a friendly atmosphere. 

    Overall, olfactory marketing in the spa helps to create a holistic feel-good experience that relaxes guests physically and mentally and puts them in a state of deep well-being. 

     

    Examples of successful cases: 

    Several well-known hotel chains and luxury hotels are successfully using olfactory marketing to strengthen their brand identity and offer guests a unique experience. Here are some examples: 

    1. The Ritz-Carlton 
    2. Le Méridien 
    3. W Hotels 
    4. The Westin Hotels & Resorts 
    5. Sofitel Hotels 
    6. Hotel Andreus 

               

              Strategies for effective olfactory marketing 

              An important part of olfactory marketing is setting precise objectives and analysing the individual situations that exist in the spa and wellness area. Lobbies and suites should be considered in the olfactory marketing project depending on their appearance. 

              Selecting the right fragrances 

              Test, evaluate, analyse and adapt personal preferences for the benefit of the entire project. Check the fragrances several times, as our olfactory abilities do not work the same way every day. 

              Measure the success 

              Pay attention to the feedback from guests and employees and check whether the length of stay and well-being in individual situations meet your expectations. Additional sales, for example in the hotel shop, can also be easily measured.   

              What technologies are used for olfactory marketing? 

              Electronic fragrance columns, room diffusers with sticks, systems with essential oils that spread fragrance via air conditioning, scented candles, textile sprays and room sprays. 

              Are there any health concerns when using fragrances? 

              Make sure that the manufacturer provides all information. EU legislation is up to date and provides the necessary framework for the production of fragrances.   

              Nevertheless, some people may be sensitive to certain fragrances. 

               

              Conclusion 

              Mindful, targeted olfactory marketing increases people's well-being. It can generate additional sales and supports the brand identity. Our nose is always in action and therefore olfactory marketing is perceived consciously and unconsciously.