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Using olfactory science to influence customer behavior - Scent marketing

Views: 7     Author: Jane Lee     Publish Time: 2018-11-22      Origin:

In the past few years, various types of companies have been scientifically using the taste and smell to conduct aroma marketing, and through the fragrance marketing means to enhance customer brand loyalty and enhance sales performance. Nike, Apple and Starbucks benefit from a specific fragrance marketing strategy, tailored to their store's personalized fragrance scent. Through these odors are used to trigger certain emotions to potential customers, not only subtly encouraging them, attaching a perfume brand (brand image), but also spending more time in their store or local business (customer experience) while creating Positive memories and smells will get them back to the product or service (brand loyalty).


A study by Nike found that they could increase the intent of buying 84% through the introduction of odors into their stores.


Science behind fragrance marketing


Smell  is not what we consider to be a "one size fits all" experience. How is the smell handled? It first depends on how the odorant molecules bind to receptors on the olfactory epithelial cells, a tissue that has millions of sensory neurons that live in the back of the nose. The scent started from there and found itself surpassing the hints of these neurons that bind to odor molecules. We have about 450 different types of olfactory receptors that are activated by different odor molecules.



Then the brain enters the equation. When an odorant molecule attaches to the receptor, an electrical signal is sent to the olfactory bulb (the structure at the base of the forebrain that sends the signal to other parts of the brain for more processing). One area is the thalamus, which transmits some odor information to the hippocampus and amygdala. These are areas of the brain that involve learning and memory. This is the thought of thinking about this particular person when you smell a certain perfume.


But what about direct emotional reactions? Our sense of smell is handled by the edge system. This is consistent with the emotions and memories on the left side of the brain. This direct approach to the emotional part of our brain means that the fragrance does not have to be processed or interpreted.


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SENT-E is the international fragrance leader and the earliest fragrance company in China. It focuses on the planning and execution of fragrance marketing, and integrates the design, research and development, production and sales of fragrance companies. The fragrance equipment has fragrance. Fragrance equipment has a number of invention patents for fragrance equipment.  Scenthope is dedicated to the space of hotels, banks, shopping malls and other commercial and home furnishing areas.

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