Scent Nearly Doubles Sales
Finnish scent marketing firm Ideair used ten restaurants and bars to conduct an interesting test of the effect of scent on product sales. As reported by Reuters, five locations used only visual ads for a specific liquor brands while the other five used the same ads but added scent diffusers. The aroma being broadcast were that of the advertised liquor.
Ideair describes the test results:
To know how well the campaign works, we had a student from Laurea University of Applied Sciences, to do his final thesis about this case. In order to know what the impact of scent is, we made the same visual ad, without scent, and put them in five restaurants. The results were convincing, bars with scent-visual ad resulted in 79% growth in sales, while places with only the visual ad, sold 11% more than during normal periods.
While this probably wasn’t the most scientifically controlled experiment, the results appear to show that a scent at the point of sale can boost sales far more than signage alone. Although the effects on branding aren’t noted, having a brand-specific aroma wafting through an environment would seem to be a good way to make a stronger, more memorable brand impression
About the Author:
Roger Dooley is the author of Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing (Wiley). He is the primary author at Neuromarketing, and writes Brainy Marketing at Forbes. He is the founder of Dooley Direct LLC, a marketing consultancy. Follow him on Twitter at @rogerdooley.
See more at: http://www.neurosciencemarketing.com/blog/articles/scent-nearly-doubles-sales.htm