FashionNews Archive

Olfactory marketing: three expert advice and a worst practice

Expert advice for those who want to start making olfactory marketing, then? They are simple:

  • keep up-to-date on the news in the field: that of room fragrance is, in fact, a sector in continuous evolution, with increasingly technological solutions that can help those who want to exploit the perfumes to sell;
  • make the smell one of the elements aimed at improving the experience in store and, above all, make sure that nothing – from the colors of the rooms, to the design, passing through the temperatures or the music transmitted – results in contrast;
  • opt for a fragrance of the environment: the chosen fragrance must not only be the right one, it must above all be used in the right measure; In fact, olfactory marketing is a marketing that risks being invasive and, without counting the cases of non-preventable allergic reactions, playing on a subjective limit such as tastes, the use of perfume in the store can be annoying or unpleasant, so much to have the opposite effect of removing the potential customer.

One of the most famous cases in terms of bad olfactory marketing strategy, moreover, is that of Abercrombie & Fitch. The brand of young clothing is known for its very small stores compared to the amount of average visitors, furnished with warm colors, with dozens of salesmen-models dancing to the rhythm of music propagated at high volume and that continuously spray “Fierce”, the most sold cologne of the brand. According to research, it would be the excessive use of the scent of Abercrombie that, combined with other environmental aspects, would create a sense of anxiety in customers, pushing them out of the store in many cases without having completed the purchase.