What does your brand smell like? In order to shine in the world of experiences, one has to seduce every single one of your consumers’ senses. However, smell always seems to be put last on the list: often considered more of a consequence than a strategy.
Las Vegas casinos conducted a study with slot machines that proved that gamblers bet 45% more money if the space smelled good.
Contrary to popular belief, the nose is not only the main olfactory organ, it is the principal organ for taste as well. The very limited human tongue can only distinguish four tastes: sweet, bitter, sour, and salty. On the other hand, the nos
e is capable of detecting up to 1 thousand odorous molecules, or 80% of the tastes we experience. Have you ever pinched your nose while taking a spoonful of medicine? Keep doing it. It actually works!
Where are all emotions concentrated? At the heart of the Limbic System, precisely where the olfactory sense is connected to. This means that if we are deliberate about the smells we create, we could have the potential to evoke memories, cravings and create emotional reactions in our consumers: key in generating loyalty. The nose, as cute or ugly as it may be, is capable of recalling 1 year-old smells with up to 65% accuracy.
One brand that uses smell very strategically is Marriott. All of their hotels everywhere in the world smell exactly the same, which results in you remembering the brand every time you perceive a similar smell somewhere else. This is where our so-called “Nose Memory” comes into play. “If something smells good, the product is perceived as good.”
That’s why at Mero Mole we take a holistic approach to spatial design, where smell is a decision making filter and even has the potential to increase sales, augment value perception, expand brand rotation and generate a greater number of smiles in your consumers.
By: The Top Dogs