Why Retailers Are Using Scent Marketing?

This wealth of science demonstrates why retailers are investing in scent marketing. Human physiology and psychology place great importance on the sense and links it quickly and deeply to positive memories so we can repeat those experiences — or negative memories to help us avoid them. Couple these biological processes with our other senses that add context, and retailers have a recipe to develop that positive brand experience mentioned earlier.

Fortunately for retailers, the science behind scent marketing isn’t just academic — major retailers like Nike found that scent marketing in retail stores “increased intent to purchase by 80%.” In another real-world scent marketing experiment, the smell of fresh-brewed coffee at a gas station increased coffee sales by 300%.

Scents have also been shown to persuade customers to stay in retail spaces longer and browse more, improve their sense of quality, and create a warm feeling of familiarity.