Fragrance Marketing-Open the window of traditional marketing model
Nowadays, many businesses use fragrance to stumble consumers' footsteps, making them willing to take out their wallets. The Chinese diet always pays attention to "color, fragrance, taste". Practice has proved that special smell can stimulate people's appetite. For example, baked cakes just out of the oven exude a special fragrance, and they taste especially exciting. In addition, scented perilla oil, sweet oregano oil, thyme oil, lemon oil and other spices can also increase appetite. The freshly baked cakes at the highly popular dessert shop "85°C" are particularly fragrant. Ms. Hu, who lives on Fengqi Road, will pass by the dessert shop “85°C” near Yan'an Road almost every day. She said: Once I went in to buy desserts, I was actually attracted by its fragrance. After eating it, I liked the taste. Now, if I don’t eat it for a few days, I miss it very much. As a representative of attracting customers, Starbucks is definitely a successful case. On the day before the opening of each Starbucks, a free snack and coffee tasting event will be held. On the one hand, it can remove the smell of newly renovated paint, and on the other hand, it is also to let the aroma of coffee permeate the coffee shop. In terms of maintaining the aroma of coffee, Starbucks puts forward strict standards. Firstly, it refuses to use any spices. Secondly, it does not serve any strong-tasting soup, bacon, and finished dishes in the store. In addition, employees in the store are not allowed to wear any perfume or smoke. Aroma marketing is quite effective. There is an old saying: "Hearing is fictitious, seeing is believing." In traditional marketing models, visual marketing and tactile marketing have always occupied an important position. But gradually, these marketing models have become no longer novel, and they are flooding. Associate Professor Hu Yongquan, an e-commerce marketing expert in the School of Business Administration, Zhejiang Gongshang University, said that aroma marketing is a marketing model that is different from traditional taste and visual stimulation, and uses specific smells to attract consumers' attention and memory. It is an innovation to traditional marketing models. . When you fly on a British Airways plane, you can clearly smell a scent. This scent is always fresh in your mind, and you may never forget it. This scent is the only one of British Airways Only for airplanes. When you taste this fragrance, you will naturally think of this airline. Research has shown that there is a big difference in the ability of a scented store to attract customers from another scentless store. The scented businesses can often attract more customers to enter. "Now many stores have begun to use the fragrance marketing model, and achieved good results." Professor Hu said. Professor Hu analyzed that fragrance marketing is also very helpful in shaping the brand image of merchants. "If a consumer often goes to a fragrance store, he will get used to the fragrance of the store. Therefore, fragrance can not only shape the brand image, but also It can also arouse consumers' potential consumption desires and give him a sense of intimacy. Over time, when he goes shopping in other stores of the same type, he will feel a little out of place."
