When it comes to triggering emotions and memories, scents surpass all our other senses combined. We recognise 10,000 scents and are a hundred times more likely to remember something based on its smell rather than what we see, hear, touch, or taste.
Our sense of smell is directly linked to the parts of our brain responsible for storing memories and evoking emotions. The scents of freshly baked goods, perfumes, and cleaning products possess a magical ability to unlock long-forgotten memories.
So, what memories would the lingering aroma of your lunchtime tuna sandwich in your dealership trigger in me? You can't know, so you better play it safe with some universally adored scents.
For luxury brands, the smell of leather is an obvious choice. Lavender has stress-reducing properties. Vanilla eases anxiety in over 60% of people, so it might help calm their nerves before making a decision. A touch of rosemary oil could help customers breeze through paperwork with improved accuracy. Patchouli boosts confidence, alleviating the stress of significant purchases. Jasmine, like lavender, has a calming effect and can evoke feelings of positivity and energy.
The fresh and invigorating scent of lemon might enhance the performance and mood of your staff, especially when their stress levels are skyrocketing. In addition to its stress-reducing properties, lavender can help focus attention on the task at hand. Peppermint can awaken the mind and bring clarity, making it perfect for brainstorming sessions where creativity is crucial. And if you want to solidify new learnings during training sessions, the scent of roses can work its magic.
On the other hand, unpleasant smells can be a major turn-off for customers. Whether it's the lingering smell of body odour, mustiness, or even exhaust fumes, these usually disagreeable aromas can spoil the customer experience and significantly decrease conversion rates.
Now, you have a couple of options. You can take matters into your own hands and experiment with scents, ensuring they're subtle enough to work their magic on a subconscious level. Alternatively, you can go all out and seek the assistance of scent marketing companies that specialise in creating a customised olfactory experience for your business. Of course, it comes at a cost, but it might be worthwhile if it means capturing your customers' hearts (or, rather, noses).
Because when it comes to creating memories and stirring emotions, nothing quite compares to the magic of a captivating scent.