The magic of fragrance marketing

Fragrance marketing, for the hotel, called the hotel fragrance, and for other places of business is called space fragrance, the same is the aroma essential oil (also known as fragrance, fragrance essential oil, fragrance essential oil) through the fragrance equipment - fragrance machine atomization after diffusion into the air to achieve. In the human feeling, the sense of smell is closely related to memory and emotion. The effect of aroma marketing is mainly reflected in the effect of aroma on the brand evaluation, brand memory and advertising effect of products.

First, the impact of aroma on product and brand evaluation. The practice of fragrance marketing has proved that pleasant fragrance consistent with the characteristics of products can enhance consumers' positive evaluation of products. In a shopping environment with fragrance, appropriate fragrance can enhance shoppers' evaluation of the store environment and commodities, and increase shoppers' desire to visit the store again. In addition, the presence of aroma can enhance people's evaluation of the brand, especially for the non-well-known brand. Numerous scientific studies have found that 80 percent of people are more likely to buy or like a product in a scented room, and many say they are willing to spend 10 to 15 percent more on that product. However, environmental scents, unlike the products themselves, may simultaneously influence how shoppers evaluate all the products for sale on the shelf, including those that are unsuitable for fragrance.

Second, the impact of aroma on customers' stay time in the store. Pleasant aroma provided psychological satisfaction for consumers, and the sweet atmosphere of retail stores has an active effect on consumer behavior. Merchants use aroma to attract customers, seize customers' feelings and make them feel satisfied and happy when consuming, so as to achieve the purpose of improving customer loyalty. For example, increase aroma in retail environment, although can affect sales amount directly not necessarily, but can extend consumer at least the stay time in store, enjoy the pleasant mood that sweet atmosphere environment brings. This can not only increase the popularity of the store, but also provide the possibility to increase sales, if this time and with other promotional activities, the effect is obvious. Popularity itself means wealth, how to see the businessman to guide and use. The same is true of fragrance in restaurants, night shows, bars, coffee shops, sales departments, car 4S shops and other business places. For example, lavender scents can help guests relax and extend their leisure time in the store, leading to more wine, coffee and food consumption.

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Third, the influence of aroma on brand memory. Scent affects people's memories and emotions associated with experiences, and the use of scents in retail Settings can evoke memories. For example, the smell of coffee can evoke emotional memories of everyday scenes, as well as memories of a happy consumption. Retailers are more willing to provide unique smell, through this way to form a memory connection between the smell and the store, and strengthen consumers' memory of the brand. Research has shown that aromas, in particular, enhance the memory of lesser-known brands, increase consumers' attention to lesser-known brands, and extend their attention span.

Fourth, the influence of aroma to advertisement effect. Advertising is an important means of marketing, and more and more companies use aroma in advertising. Kraft Foods, for example, embedding scent in magazine ads, allowing readers to rub a few spots on the AD pages to waft out delicious flavors. The Kraft Cream Cheese AD, for example, features an image of a strawberry cheesecake that gives off a sweet, milky smell when rubbed. The flavors of cinnamon coffee, cherry jelly and white chocolate are also featured in different ads for the series.

Fifth, compared with incongruent odors, environmental odors in harmony with commodity styles will make consumers have more positive evaluations of merchants and commodities, and more willing to produce approaching behaviors. The so-called coordination means to meet consumers' expectations and form cognitive coordination. Fragrance in harmony with product characteristics can increase consumers' attitude towards product quality, product grade and brand information, while disharmony can easily lead to consumers' cognitive conflict.

For example, spatial factors such as aroma, background music, color and temperature can have an impact on consumers' cognition, mood and consumption preferences. People perceive goods through multiple senses, consumers will see the color of goods, hear its sound, feel its flexibility, smell its smell. The information sent by various sensory forms will influence people's evaluation of the goods. Conflicting sensory information will first surprise consumers, and then generate positive emotions (e.g., entertainment, curiosity) or negative emotions (e.g., disappointment, anger), which will affect their evaluation of the goods. While background music stimulates impulse spending, aroma is more likely to stimulate rational spending. Consistency between ambient aroma and background music can positively influence consumer emotion and consumer preference. If not consistent, not only will not have a positive impact on consumption, it will even have a negative effect. When the fragrance is in tune with the music rhythm, consumers' spending will increase significantly, while the opposite will have a strong negative effect.

Density is also a factor. Both the population density and the environmental aroma of the store will affect the customer's consumption experience. In the environment with high population density, consumers are under too much information stimulation to process all the environmental information. Crowded people may also cause certain psychological pressure, so that consumers feel the loss of personal space, personal freedom is limited, and increase consumers' avoidance behavior. When the population density is moderate, the fresh and pleasant environmental aroma will have a significant emotional impact on consumers and can positively affect people's cognition of shopping malls. High or low population density is affected by information dissonance theory and the regulatory effect of environmental aroma