How to use fragrance to increase store traffic

An integrated scented advertising strategy drags people into store by the nose and is integrated with your online targeting. This can be achieved with a strategy we call ‘Activate and Re-Activate’

To activate a consumer and drive them instore to purchase, you need to expose them to the fragrance. This is a channel where they aren’t looking for fragrances, but they are surprised and excited to be exposed, this can include on and offline channels such as Facebook, Instagram and Digital Out of Home or experiential.

The goal of this channel is to acquire access to those nostrils for the lowest possible costs and the highest level of effectiveness: the ROI is based on the category and the potential distribution channels, for example, sampling via digital retail out of home makes sense for grocery channels & pharmacy while using a direct digital sampling campaign for perfume & candle brands means you can have a more qualified lead before you invest in the sampling.

Reactivation is using scent to confirm the consumer at the point of purchase: again this may be instore or online.

Reactivation in store is the creating of a sampling environment which reminds the consumer that they have smelt and liked that product before – which will overcome other decision factors such as pack size and price. In fabric care and personal care categories fragrance is the second most influential product attribute after price.

Reactivation for online stores is the same: consumers are incentivised to purchase using a custom sample and call to action. Driving website traffic and conversion.