With the advent of the post-epidemic era, brands rely on olfactory marketing to deploy in advance!
Smell is not only the taste of the senses, but also affects the emotions and memories of customers, and affects their purchasing behavior.
Martin Linsstrong, an international brand master, pointed out in “Buying the Senses, Believing in the Brand” that 75% of people’s emotions are generated by the sense of smell, and people’s memories of photos are left 50% after three months, but the accuracy of smells is as high as 65% when recalling a year ago.
The zero-confirmed epidemic in China has slowed down for several consecutive days, which makes us look forward to the end of the epidemic and represents that we are about to enter the “post-epidemic era”.
In addition to basic epidemic prevention and disinfection, physical stores have used scent to create an atmosphere in order to give customers a better environment. It is a memory point that gives a relaxing taste and atmosphere.
The benefits of scent in the physical pathway are threefold:
- Optimize the ambiance of the environment
In a familiar place or an unfamiliar environment, we often hear or say to ourselves what this is like. A good taste gives us a good mood, and a bad taste will cause a certain degree of unhappiness and a sense of rejection of the environment. Taste is the most direct of the five senses and cannot be disguised, so taking the initiative to create a taste and aroma acceptable to the public is a plus in physical stores.
- Branded invisible business cards
For example, Shangri-La, a well-known domestic hotel chain, has a serene and beautiful and legendary aroma, including delicate bergamot and ginger tea, with a slight base aroma of vanilla, sandalwood and musk, exuding a unique Asian style, which makes people feel comfortable, calm and peaceful.
- Create buyback opportunities
Through the in-depth understanding of the target group, brand culture, product attributes and core vision, professional perfumers can blend a fragrance that represents the exclusive fragrance of the brand, so that customers can enjoy the products and services provided by the brand from falling in love with the environment of the store. Good taste will give customers a good mood, help improve customers’ perception of product quality, and even increase the unit value and increase the chance of repurchase.
Brand marketing in the post-epidemic era, let’s use the taste to deploy in advance, so that consumers can smell your taste and think of your brand.
#香氛藝術家Jet
#跨域整合規劃師Jet
