The concept of "experiential marketing" emerged in the late '90s, when it became clear that consumer attention and spending willingness are not solely based on rational factors. Although satisfaction derived from objectively evaluating a product is a key element of the experience, the outcomes of consumer choices are also influenced by the pleasure felt during the purchasing process. Among the five senses, olfaction has a unique, almost magical effect. It strikes directly at the soul, tapping into something primal and emotional that rationality cannot control. It brings us back to past experiences and sensations, creating subtle reactions that either disgust or enchant us. This sense quietly infiltrates our preferences and becomes a crucial element in our judgment of a space, a piece of clothing, a dish at a restaurant, or even a person.
Olfaction is the only sense that directly connects to the brain and creates long-lasting memories. A scent can trigger an instant reaction of pleasure, disgust, or excitement, which is why smells are such powerful media.
Olfactory Marketing is based on this evocative power: a fresh way to engrave a company’s brand in the consumer’s memory by invoking sensations, memories, and experiences. Even a fleeting moment can make a significant impact, influencing the consumer’s choice of a product that has stimulated their senses.
However, we are not talking about simple ambient fragrances, but rather carefully selected scents designed to focus the customer’s attention and leave them with an unforgettable, pleasant memory linked to your brand. Many major brands have been doing this for years. For instance, Sony has chosen vanilla and mandarin to retain customers, Sheraton uses a mix of jasmine, cloves, and fig, while a famous diamond brand created a bespoke fragrance to make customers feel at ease.
So, why not consider trying this strategy in your gelateria? Not only will you delight customers’ taste buds, but you could also captivate their senses of smell, so that each time they enjoy your product, they’ll recognize the scent of happiness associated with your brand.