Have you ever smelt something and immediately you were reminded of a different place or time? Maybe the smell of cinnamon and pine reminds you of holidays with the family, or fresh cut grass calls to mind a bright summer day. Anytime you encounter that particular smell, you re-experience those memories or feelings.
Premium Scenting, or Aroma Marketing, is infusing different smells into a space so that customers or visitors have a positive experience. Kenneth Freeman, the International Technical Director for Ambius, says, “Of the five senses, smell is the most powerful, with the ability to trigger emotions and memories of good times with friends and family, and experiences from our childhood.” So what exactly do people like to smell? Ambius UK recently conducted a study to find out what people consider to be the best and the worst aromas.
In the study of over 2,000 customers, the top five scents were freshly baked bread, freshly cut grass, freshly ground coffee, bacon sandwiches, and freshly laundered sheets. On the other hand, unwashed people, dog poop, cigarettes, ashtrays and rotting meats were commonly the least favourite smells.
While people seem to have a general consensus on what constitutes a favourite or unfavourable smell, the variation on what makes the most impact can greatly vary by gender or region. Perhaps it is because food is always on their mind, but for men, fresh bread, bacon sandwiches and ground coffee are the most popular accounting for 40% of the vote. On the other hand, women were more likely to favour the smells of cut grass, laundered sheets and even new baby.
In addition, different regions had preferences too. In Scotland, Wales, and North East England, the smell of cigarettes was deemed more offensive than dog poop. And in Northern and North West Ireland, bacon sandwiches were the favourite, while almost everywhere else, fresh baked bread was preferred.
Understanding your market and region can be vital for a business because it can help you choose what scent you should aim for. For example, the smells of fresh bread and cookies make people more comfortable and feel at home.
This can help to keep them in a store longer, in turn, increase revenue. In addition, citrus aromas create invigorating atmospheres that boosts energy, which can increase spending. By knowing your region and overall favourable aromas, you can directly market your store or space to please your clients and boost your sales.
Review these case studies to see how scenting benefits different industries.
Do you have favourite smell? Let us know what it is below in the comments!