In the world of business, especially in retail, every detail counts in
attracting and retaining customers. One such detail, often overlooked, is corporate scenting. Have you ever
walked into a shop and noticed a pleasant aroma that seems to perfectly complement
the ambience and product selection? This is the power of corporate scenting. A
tool that, when used correctly, can significantly increase customers staying
longer in your shop, improve brand awareness and ultimately increase sales.
Corporate aroma represents excellence in scent
marketing. It is a strategy specifically designed to create an emotional
connection with customers through the sense of smell.
In this Centhylon post, we will
tell you what corporate scents are,
their benefits, how they are developed and examples of their usage in different
types of businesses. We'll also look at practical tips on how to implement
corporate scenting effectively - join us and find out how corporate scenting
can transform your customers' experience!
What are corporate scents?
A corporate scent is a
fragrance specifically designed to be an integral part of a company's identity.
Aroma branding represents the ultimate expression of scent marketing, using a
signature aroma that is intimately linked to the brand. Corporate scents aim to
create a lasting emotional connection
between the brand and its customers.
Corporate scents are carefully selected and developed to reflect the
brand's values and personality. For example, a luxury clothing shop might use a
subtle, sophisticated scent, while a toyshop might opt for a sweeter, more fun
scent. These scents not only enhance the customer experience, but also help
differentiate the brand in a competitive market.
Here are some examples of famous corporate scents:
● Abercrombie & Fitch: Known for the distinctive masculine scent that fills its shops, this
scent has become an essential part of the brand's shopping experience.
● Dunkin' Donuts:
The American brand carried out a very innovative campaign in means of
transport, such as buses and subways, in which the synchronisation between the
moment in which an advertisement for the brand appeared, an aroma diffuser that
released the aroma of coffee, at that very moment created an irresistible stimulus
among passengers. Many passengers went straight to a Dunkin shop as soon as
they got off the bus or the underground. In these shops, sales increased by
20%.
● Bubblegummers:
The children's footwear brand, living up to its name, uses the fragrance of bubble
gum. This scent is emitted by the sole of the children's shoes and is
undoubtedly a differentiating and unmistakable element of the brand.
● Disney:
Disney uses in its theme parks scents such as burnt rubber or gunpowder to give
more realism to its attractions, or the aroma of popcorn to induce its
customers to consume.
Understanding what corporate
scents are and how they can be used strategically is essential for any
business that wants to improve customer loyalty and brand perception.
Benefits of corporate scent
Implementing a corporate scent in your business can offer multiple
benefits beyond simply making your shop smell good. Here are some of the key
benefits of using corporate scenting.
1.
Increasing customers staying longer
One of the most significant benefits of implementing a corporate scent
is to increase customers staying longer in your shop. Studies have shown that customers tend to stay longer in places
that have a pleasant and distinctive scent. This longer stay can translate
into increased sales, as customers have more time to browse your products and
create impulsive purchases.
2.
Improve brand awareness
The use of a corporate scent helps to enhance the perception of your
brand. A well-chosen scent can transmit your company's values and personality, creating a lasting impression in
the minds of customers. This is especially useful for differentiating your brand
in a saturated and competitive market. If you are interested in this strategy,
you can read more about Scent Marketing at
Centhylon.
3.
Increase in sales
A pleasant atmosphere not only retains customers for longer, but can
also influence their shopping behaviour. Corporate scents can evoke positive emotions and memories, which
can motivate customers to make further purchases. In addition, a pleasant
scent can make customers perceive products as being of higher quality.
How to create a corporate scent?
Developing a corporate scent is a meticulous process that requires research, creativity and close
collaboration with fragrance experts. Here are the key steps to creating a
scent that reflects your brand identity and enhances your customers' experience.
Research and analysis
The first step in creating a corporate scent is research and analysis.
It is crucial to understand your company
profile, your values and the image you wish to project. In addition, it is
essential to know your target audience and their scent preferences. For
example, a luxury clothing shop might opt for subtle and sophisticated scents,
while a toyshop might prefer sweeter and more fun scents.
Development and testing
Once the necessary data has been collected, it is time to work with a
professional perfumer to develop the scent. This process involves creating several samples or ‘modifications’
of the fragrance. Each sample is evaluated and adjusted according to the
feedback received... Testing is carried out both in the laboratory beforehand
and, subsequently, in the real environment to ensure that the scent is
effective and well received by customers.
Selection of the final aroma
After several rounds of testing and fine tuning, the final aroma is
selected. This should be a fragrance that not only pleases customers, but also reinforces your brand identity. It is
important that the scent is unique and easily recognisable so that customers
immediately associate it with your business.
Implementing a corporate scent in a business
Corporate scenting can be implemented in a variety of
ways, depending on the type of business and the desired ambience. Retail air fresheners are a popular choice, as
they allow for a constant and controlled diffusion of the fragrance.
Factors to consider
When creating and selecting a corporate
scent, it is important to consider several factors:
● Type of business: The scent should align with the nature of your business.
● Target audience: Consider the aroma preferences of your customers.
● Durability:
The scent should be long lasting but not overpowering.
● Compatibility: Make sure the aroma does not interfere with other scents present in the environment.
Creating a corporate scent is
an investment that can have a significant impact on your brand perception and
customer experience. With the right strategy, your business can stand out and
offer a unique sensory experience that customers will remember and appreciate.
Usage of corporate scenting in different types
of business
Corporate scenting is not exclusive to one type of
business; its implementation can be adapted to a wide variety of business
environments.
Shops and retail stores
In shops and retail stores, corporate scenting can significantly enhance
the shopping experience. A pleasant aroma from retail
air fresheners can attract customers, make them feel more comfortable and prolong their stay in the
shop, which can lead to increased sales. For example, a clothing shop can
use a fresh, clean scent to give a sense of newness and style.
Hotels
Hotels can use corporate scents to create a welcoming and memorable
atmosphere for guests. From the lobby to the rooms, a consistent scent can make
guests feel at home and remind them of
their stay long after they have left. Hotel air
fresheners can help maintain a fresh and pleasant scent in all areas
of the hotel, improving the overall perception of the quality of service.
Shopping centres
In shopping centres, corporate
scenting can help create an inviting and relaxing environment, encouraging
customers to spend more time exploring the shops. A well chosen scent can
differentiate a shopping centre from its competitors and improve the overall
customer experience. Shopping centre air fresheners
are an effective tool to achieve this.
Other types of business
In addition to shops, hotels and shopping centres, other types of
businesses can benefit from corporate
scents, including:
● Offices:
Improve the working environment and increase productivity.
● Gyms: Create
a fresh and energising environment.
● Beauty salons: Offer a relaxing and luxurious experience.
Regardless of the type of business, a corporate scent can be a powerful tool to enhance the customer
experience, strengthen brand identity and differentiate from the competition.
Implement corporate scenting in your business
and transform your customers' experience.
As mentioned above, corporate scenting is a powerful tool that can transform the customer experience in your business. Not only does it help to increase customer retention in the shop, but it also enhances the perception of your brand and can lead to increased sales. Creating an effective corporate scent requires careful planning, from identifying the right scent to integrating it into your marketing strategy and measuring its impact.
If you are interested in creating a corporate
scent for your business and improving your customers' experience, do not
hesitate to contact us for more
information and personalised advice.