Scent marketing is often used to help create brand preference.

For example, when you go to an Ivan Smith furniture store, their greatest hope is that when you need furniture, you’ll remember them. You’re more likely to do that if you walk into a furniture showroom that has been enhanced with a pleasant, homey scent rather than the scent of plastic and cardboard, the typical furniture showroom smell.

The goal here is to create an experience for customers beyond what they can see or hear. Tying your brand into a third sensory experience, the sense of smell, establishes a stronger connection with your customer and ensures that he or she is more likely to return to your company.