How can you use scent and sound to create a memorable customer experience?

Sound, scent, color, texture, and taste (in some cases) all have to communicate the same message. With a clear direction from the brand identity and positioning, the choice of music and scent will be made. These atmospheric variables must be understandable to customers, as stated. They have to be able to reinforce a mental image by reinforcing all communicated brand elements.

Ever notice how you just feel better in a store with a great playlist and a welcoming scent? That's the store telling you a story through your senses. It's like they're saying, "Hey, stay a while, find something you love." It’s both clever marketing and a genuine effort to create a good hangout spot. So, next time you’re out shopping, pay attention to the scents and sounds – they’re playing a bigger role than you might think!

There is a Movie called Scent of a Women, I highly recommend this movie which earned Al Pacino an Oscar. Both Scent and sound can bring back memories and create unforgettable moments in any ambient in particular when you are about to make a purchase. According to many customer behavior studies, you always remember the things you bought where sound and scent played a major role in the Sales life Cycle.

Adding sound to your sensory marketing strategy is beneficial in building your brand and increasing its recall value. The use of sound has been popular across the various fields of marketing, from traditional jingles and ambient music to slogans and signature sounds.  Music impacts the mood and the perceived value of customers. Brands must choose music wisely. It reflects the brand’s values and determines the marketing message. Varying pitches, tones, tempos, and volumes can impact consumer perception.  The most common ways of adding sound to sensory marketing campaigns nowadays are through sound effects, voiceovers, audiobooks, podcasts, etc. Audio clips capture your audience through a storytelling moment. 

Two ends of the spectrum inside brick and mortar. Negative experience and positive experience. Negative experience is everything from the parking lot or front door until walking or driving away. Fundamental you might say? I would argue it’s the toughest job to do right and the easiest thing for a customer to acknowledge. Positive is anything and everything above that critical bar, without overstimulating customers. Positive is a much longer list and The Path To Purchase Institute does an outstanding job every year in recognizing companies doing an amazing job across all the senses.

Choosing the right scent and sound is an artful blend of psychology, branding, and intuition. Understand your audience; a bakery might opt for comforting scents like vanilla, while an upscale boutique could choose sophisticated fragrances like lavender. Align with your brand identity for a seamless experience. Time matters - energize with lively notes during peak hours, soothe in the evening. Experiment and gather feedback. Trial and error are key. Customer reactions are invaluable - are they humming along? Lastly, subtlety is powerful; the goal is to enhance, not overpower. Choose wisely, let the notes linger, and watch your store transform into a sensory masterpiece. 🌬️🎵✨

As a brand, don’t lose who you are staring into the eyes of your lover (customer). Represent your authentic self with scent and sound. That’s why they fell in love with you in the first place. Don’t dissect, feel.

I guess benchmarking is very important here. Maybe even before getting customers insights. I would recommend to have a couple of noses (one trainned and one not) to gossip around competitor´s premises and check & evaluate the physical impact and its push to purchase, as a first approach.

It is important to know your aims of creating a signature scent or sound for your store/brand. If you wish for the visitors to linger longer, you will create soft scents and comfortable music. Usually a bookstore, a crafts store or a boutique. If you wish for customers to feel the need to rush and get deals before it runs out, the movements should be quick and sharp. It should be noise music with a fast tempo and a generic scent. Most importantly, make the customer feel comfortable.

una utilidad que he encontrado a nivel profesional, que cada marca debe venir acompañada de su slogan ( con un ritmo de musica melodiosa). Despierta nuestro sentidos y ayuda a call de la marca. Una tienda, debe estar acorde al target y productos que comercializa e incluso al sitio en que se ubica. debe haber respecto por los clientes y debemos educar a nuestros colaborados que la musica es un elemento del retail para una mejor experiencia.

TOM FORD is the King of leveraging scent, sound, and cinematography within his campaigns, standing unrivaled in his ability to masterfully intertwine these elements. It's about understanding consumer's psychology: tapping into their deepest desires and allure them into a captivating world they never knew they craved, but once immersed, becomes their ultimate aspiration. Examining his campaigns, one can discern that constructing a backdrop reminiscent of cherished memories or unveiling a novel setting that awakens desires provides the ideal opportunity for the establishing of a profound emotional connection between brands and consumers. It's about creating that "je ne sais quoi" in a store, ad campaigns or social media.

The smell is a powerful sense. It is connected to the limbic system responsible for regulating emotions and memories in people. That’s why it has the most memory recall. Some smells transport you back in time to your childhood with vivid memories or a specific moment of your life.  Brands must appreciate the power of smell in a marketing strategy. Two ways to play on the sense of smell of your customers are by using a trademark fragrance in your stores and placing scented ads in major magazines.  But, while tapping into the sense of smell, make sure that the scent is not overwhelming. A scent can prompt positive memories, but it can also repulse the audience.

Crafting an immersive sensory experience is an art, much like orchestrating a symphony where scents and sounds dance in harmony. It's intriguing how the choice of fragrance and music can narrate a brand's story. Just as a cafe embraces the lively notes of coffee aromas, or a spa envelops visitors in the calming embrace of lavender, these sensory elements become an extension of the brand itself. Maintaining this enchanting atmosphere requires a delicate balance, akin to conducting a seamless rhythm that adapts to customer preferences. The key, I believe, lies not just in the choice of scents and sounds, but in the consistency and responsiveness to ever-shifting trends. It's a dynamic dance.

I wouldn´t approve any step forward unless we can set up two different groups of testers: control and treatment. Once above being said, I wouldn´t rush the testing and decision process. We must be sure about when the customer is going to experience this new scent and sound from the Customer Journey prespective (see, think, do, care), what happens when the customer have a repetitive exposition to such scent and sound and how many times can you smell it or hear it before decreasing its impact in the conversion. Then, what can be done? Which is the evolution of this scent and sound?

Creating a full experience of scent, sound, touch and more takes a lot of effort and it is best to weave all together so that they mesh seamlessly. Perhaps take feedback or do physical observations in store or even mystery shopper activities to get a clearer view of what is good for your audience. Sometimes, people comment immediately when they come across an uncomfortable scent, sound or environment and you will then get your answer and look to make improvements.

Il me semble primordial d'éviter l'excès, qui peut rapidement se transformer en agression sensorielle. Le piège à éviter est donc celui de la saturation. En surstimulant le client avec une profusion d'odeurs et de sons, on risque non seulement de brouiller le message que l'on souhaite transmettre, mais également de détourner son attention des produits ou du service que l'on cherche à promouvoir en boutique. Cet excès peut rendre l'expérience client désagréable, oppressante et inciter le visiteur à faire demi-tour plutôt que de poursuivre son parcours d'achat.

Crafting a seamless sensory experience requires a meticulous avoidance of common pitfalls. First and foremost, ensure that chosen scents align with your brand identity, preventing any dissonance. Beware of volume extremes; striking a balance between gentle acoustics and lively rhythms prevents overwhelming your audience. Timing is crucial—synchronize sensory elements with business hours for maximum impact. Consistency is the linchpin; abrupt changes disrupt the crafted narrative. Actively engage with customer feedback, allowing it to guide refinements rather than falling into a static routine. Lastly, anticipate trends and remain adaptable, steering clear of rigidity in your approach.

Quando falamos de cheiros e som temos que ter cuidados especiais com ambos. O cheiro pode auxiliar a criar uma identidade para as marcas / lojas, porém devem ser exaustivamente testado. Quanto ao som o ponto mais importante é a altura / volume, umas das coisas mais irritantes é ouvir locutor de hipermercado gritando as ofertas. Outro ponto de atenção quando falamos de som / música é o estilo musical 🎵, pois deve estar de acordo com o perfil do consumidor.

una vez en el trabajo dejamos abierto los generos musicales, porque al parecer era para todo publico. el error es creer que todo los generos musicales son para todos los tipos de clienteles, segementar por edad y atarlos a las horas de traficos nos dara inicio al genero a usar en el ambinte musical tomando el tipo de cadena. En cuanto al olor, no puede representarte por los gustos de los dueños y colaboradores, debe existir claridad de quienes somos y que mas les agrada a nuetros clientes.

I've always said that Anthropologie has cracked the code to do exactly what this article encourages. Walking into every location smells like an expensive candle your wealthy aunt bought for her trendy loft apartment. They choose music that makes you feel like you're in a movie about a trendy, well-off, and well-dressed socialite in New York City. Even the volume is perfect because it's just loud enough to hum along to as you peruse their teacups and just quiet enough to feel like a fancy department store. Scent and Sound are two of the most underrated and underused senses to drive sales!

L’exemple de l'Adresse, première boutique permanente de la marque Balzac Paris, est très intéressant. La marque a décidé de proposer une expérience multisensorielle à sa clientèle. Côté son, sa fondatrice, Chrysoline de Gastines, a eu l'idée d'enregistrer des messages courts qui sont diffusés en cabine d'essayage. Elle peut y parler des coulisses de la création d'un vêtement, par exemple. C’est l'occasion parfaite pour transmettre des messages sur les engagements et les actualités de la marque. Côté odeur, Balzac Paris a créé son propre parfum, Honorine : une eau fruitée joyeuse et florale diffusée dans tous les espaces de la boutique et qu’il est possible d’acheter pour continuer l’expérience à la maison.

Transforming customer experiences into an inspirational symphony involves orchestrating scent and sound in a way that resonates emotionally. Start by aligning fragrances and music with your brand's narrative, creating a sensory journey that mirrors your identity. Choose scents and sounds deliberately to evoke desired emotions, fostering a memorable connection. Consistency is key, establishing signature elements that become synonymous with your brand. Engage your staff as contributors to the ambiance through regular training, and stay adaptable to customer feedback and evolving trends. The magic happens when scent and sound seamlessly converge, turning your space into a canvas of inspiration.

I would encourage to align the problem-solution story that brand is telling with the sensation that evokes such new chosen scent and sound. I confirm that good memories are a joyful and profitable field where the brand can relate to, like trying to associate the scent and sound of your brand with first time experiences, unforgetable moments or important stakes.

Sensory Branding by Singapore Airlines The marketers of Singapore Airlines target many senses with a focus on scent and sight through their sensory branding. The airline uses a subtle, refreshing, and unique scent (lavender, rose, and citrus) for its flight attendants, towels, and other elements offered throughout the journey. Customers are exposed to this kind of smell only when they fly with Singapore Airlines.  Furthermore, all flight attendants are wearing “The Singapore Girl” uniform. The uniform differs in colors and patterns based on the attendant’s designation. These aspects are unique to Singapore Airlines and give its flyers a high-end, consistent, and professional experience. 

Remember that your scent and sound is just an asset and so it has to be managed taking into account as a perfect fit to your current strategy and ops. Have a plan b prepared and a couple of choice where the scent and sound can evolve in the future. It is all part of the same story: your brand