气味营销对不同的业务有不同的用途, 因此可以有效地分为四种不同的类型。有香味牌的味道 , 这是气味营销当中最显著的特征, 也是,能让顾客最清楚地意识到的, 比如星巴克的新品咖啡的独特香味。气味是顾客体验的一部分, 也是无意当中吸引客户的东西。
另一方面, 一种主题气味能体现一些特定场所的装饰或经营范围 , 比如在美容水疗或度假村闻到的香草或薰衣草味道。周围的气味更微妙, 营造出一种氛围 , 用来掩盖不愉快的事情或 “填补空虚 ”。最后 ,一个知名品牌都有属于它的一种标志性气味,或者用以创建一个品牌形象; 客户将这种气味与他们最喜欢的品牌和它所代表的东西联系起来 , 比如高端鞋品牌Jimmy Choo所采用的豆蔻和象牙的香味,用以彰显财富和奢华。
我们已经讨论了嗅觉营销的一些好处; 它可以触发客户的即时情绪反应。因此, 气味营销可以很有效地促进销售。耐克做的一项研究发现, 他们通过在商店引入香味的方式，能增加80%的购买意向。另一项在加油站中的小卖店进行的调查显示, 咖啡的香气有助于提高饮料的销售额，高达300% 。
气味也能使顾客在商店里徘徊, 更多地停留。在1996年，埃里克施潘根贝格、商学院院长在华盛顿州立大学，首次通过实验室研究来寻找科学证据。他发现, 测试目标更有可能环顾四周, 浏览那些有香味的房间里的产品，比起相应的没有香味的商店，他们对有香味的商店给出更积极的回应，并且更愿意在有香味的店里排队等待。
气味有助于让人们记住你, 或者在他们的印象中创造联想。这就是为什么它可以有助于创建一个完整的品牌形象 ，比如之前提到的Jimmy Choo的例子。很多酒店也用香味来使人们联想到美好的回忆，根据《纽约时报》杂志的报道, 威斯汀酒店使用绿茶，天竺葵和黑雪松的混合香味，扩散到了他们的大厅。你使用的气味显然会与你想要的形象相结合 ， 无论是奢华、舒适、古雅、老式还是现代化和现代化。
一般来说，气味也可以帮助创造一种品质的感知力。一项由嗅觉和味觉研究基金会的研究发现，顾客往往认为有香味的产品或空间是更好的品质, 并愿意在一家有香味的商店购物时支付更多 ，研究中的许多科目报告说，比起在那些没有香味的店，他们愿意在有香味的店里多花 $ 10美元买耐克运动鞋。
Types of scent marketing
Scent marketing has different uses for different business, and so can be effectively divided into four distinct types. There is the Aroma Billboard Smell, which makes the boldest scent statement and is the most “there”, that is, the customers are consciously aware of it, such as the trademark smell of freshly brewed coffee at Starbucks. The smell is part of the customer experience and it is what consciously attracts them.
On the other hand, a Thematic Smell complements the décor or purpose of the place, such as vanilla or lavender smells at a beauty spa or a resort. Ambient Smells are more subtle and create an atmosphere, used to cover unpleasant odours or to “fill a void”. Lastly, a Signature Smell is exclusive to a big brand name and is used to create a brand image; customers associate this smell with their favourite brand and what it represents, such as the smells of cardamom and ivory used by the high-end shoe brand Jimmy Choo to emanate wealth and luxury.
The benefits to using scent in marketing
Scents can help boost sales
We’ve already discussed some of the benefits; it can trigger instant emotional reactions from customers。 Scent marketing can thus be very effective in boosting sales。 A study done by Nike discovered that they could increase the intent to purchase by 80% through the introduction of scent into their stores。 Another survey at a petrol station with a mini-mart reported that the aroma of coffee helped boost sales of the beverage by a whopping 300%。
Scents make customers linger
Scents can also help customers linger in a store and look around more。 Eric Spangenberg, the dean of the College of Business at Washington State University, was the first to look for scientific evidence of this in 1996 through a lab study in Pullman。 He found subjects were more likely to look around and browse through products in the rooms that were scented, and reported more positive opinions and a tendency to wait longer in lines in the fake store than its unscented counterpart。
Scents help create brand image
Scents are helpful in making people remember you, or to create associations in their minds。 This is why it can be useful for creating an all rounded brand image, such as the above Jimmy Choo example。 Many hotels also use scents to make people associate them with good memories, such as the Westin Hotels’ use of a blend of green tea, geranium and black cedar diffused into their lobbies, according to the New York Times’ Key Magazine。 The scent you use will obviously go with the image you want for your brand, whether it is luxury, comfort, quaint and old-fashioned or modern and contemporary。
Scents create a perception of quality
In general scents can also help create a perception of quality. Customers tend to perceive a scented product or space as being of better quality and will be willing to pay more when shopping in a scented store, as discovered by a study done by the Smell & Taste Research Foundation. Many of the subjects in the study reported that they were willing to pay 10$ more for Nike sneakers placed in scented rooms, than those placed in an unscented one.