What is Scent Marketing and what are its benefits?

What is Scent Marketing and what are its benefits?

It is a modern science consisting of using specific aromas in the business environment with the goal of bringing out emotions that could influence the consumer’s behavior and employees’ mood.
We try to alter the most sensible sense of the human being, the olfactory, because it is a sense that has not been commercially stimulated and has the quality of having rapid associations and a lasting effect in our memory.

Some of the recent scientific studies confirm that aromas can cause strong effects in human behavior; they can relax, calm, stimulate, frighten, provoke or seduce us.
We can distinguish and identify more than 10,000 different aromas that influence our memory, feelings and quality of life. The scent memory is capable of identifying and recognizing smells before perceiving sounds, colors and textures and it can remain in our brains for a longer period of time. This memory is the easiest to reactivate and has a strong ability to bring out pleasant emotions.
In addition, the scent memory is the best way to attract loyal customers. The application of the aroma increases the amount of time costumers spend at an establishment due to the enjoyable scent from a specific aroma. This could indirectly increase sales.
The brain process that controls the olfactory perceptions is located in the limbic system which controls emotions, behavior and storage of memory. When perceiving a particular aroma that is associated with a past memory, the recognition of the scent will automatically associate it with a particular memory.

Research studies have demonstrated that we remember 1% of the things we touch, 2% of the things we hear, 5% of what we see, 15% of what we taste and 35% of what we smell.