Our sense of smell is the sense that's most strongly tied to memory, but smells can also drive us to action.
Dunkin Donuts recently tested a concept called "Flavor Radio" on public busses in South Korea. Using an aroma dispersal system, they pumped the smell of coffee into the buses every time a Dunkin Donuts ad played on the radio. The experiment resulted in a 16% increase in visitors to Dunkin Donuts shops near the bus routes and a 29% increase in coffee sales at those stores.
Dunkin Donuts is just the latest in a long line of establishments to see an increase in sales through the use of aroma marketing.
• The Hard Rock Hotel in Orlando used the scent of waffle cones to attract customers to its ice cream shop and increased their sales by 50%.
• H.H. Gregg increased sales by 33% in remodeled stores by using the scents of apple pie, sugar cookies and other home-baked favorites on its sales floors.
• Grocers across the nation find that releasing bakery scents within their stores at key times during the day increases bakery sales by more than 20%.
• Nike saw incredible results when two identical pairs of running shoes were each placed in separate, but identical, rooms. One room was infused with a mixed-floral scent and the other was unscented. Consumers preferred the shoes in the room with the fragrance by a margin of 84%. And they also estimated the price of the shoes in the scented room to be about $10 higher than the shoes in the unscented room.
How can you incorporate aroma into your marketing initiatives to create a unique customer experience and improve conversions? We'd be happy to talk with you about the possibilities.