The Sweet Smell of Success: How to Use Scent to Win Hearts

Peak season is just around the corner – retailers are stocking shelves for shoppers, and hospitality establishments are preparing for patrons and holidaymakers. Whilst many of these businesses have perfected visual appeal and mastered the art of incredible service, there’s one invisible force that can transform a customer’s experience in seconds: smell.

“A single off-putting scent, like chlorine or mustiness, can disrupt the atmosphere of even the most luxurious space,” says Ana Maria Panait, Fragrance Lead at Unilever Professional. On the other hand, a carefully curated fragrance has the ability to elevate an environment and leave a lasting impression.”

Unlike other senses, smell has a direct line to our emotional memory. That’s why the scent of freshly baked cookies might transport you back to your grandmother’s kitchen, the buttery aroma of popcorn instantly reminds you of the movies, and the irresistible smell of fresh bread draws you into a neighbourhood bakery. Even a hint of a particular perfume can vividly recall memories of a loved one.

“You see, scent doesn’t just enhance experiences – it defines them,” Panait explains. “It connects with nostalgia, comfort, and a sense of place, making it one of the most powerful yet underutilised tools in creating customer loyalty.”

And the numbers back this up. Research shows that scent marketing can boost retail sales by 11% and spike customer satisfaction by 20%. From casinos to shoe stores, studies consistently show that customers linger longer – and spend more – in pleasantly scented spaces.

But it’s not as simple as just plugging in an air freshener, Panait warns. “Balance is crucial. Some people prefer subtle scents, while others enjoy bold fragrances. The key is finding that sweet spot that enhances the experience without overwhelming it.”

Choosing the Right Scent
Panait believes that selecting the right scents for the right environment requires a thoughtful approach that aligns with the brand’s identity while enhancing the customer experience. She offers five tips on how to craft the perfect fragrance strategy:

1. Match Your Brand: Choose scents that reflect your brand’s identity – sophisticated notes for luxury spaces and fresh aromas for modern venues. A high-end boutique might opt for subtle woody tones, while a tech store would favour crisp, clean scents.
2. Guide the Journey: Use scents strategically to influence mood and behaviour. A welcoming lobby fragrance sets the tone, while calming scents in shopping areas encourage browsing.
3. Zone Your Space: Different areas deserve distinct scents. Think energising citrus in fitness areas, soothing lavender in spa spaces, or seasonal peppermint at store entrances.
4. Listen and Learn: Test your scents and gather feedback. What works in one space might not work in another – be ready to adjust based on customer response.
5. Stay Consistent: Use quality, hypoallergenic fragrances and maintain consistency across locations to build brand recognition and ensure comfort for all guests.

The science of scent goes far beyond strategically placed air diffusers or scented candles. Every touchpoint matters – from the cleaning products used on surfaces to the detergents and softeners that freshen linens and towels. “The magic lies in the details,” says Panait. “For example, our encapsulated fragrance technology in the Comfort Professional range means that every time a guest slides into bed, wraps themselves in a towel, or sits on an upholstered chair, they experience a subtle burst of freshness. These micro-moments of fragrance create a lasting impression that builds brand loyalty. It’s this attention to the entire sensory journey that sets successful establishments apart from those simply masking odours.”

So, the next time you find yourself lingering in a store or feeling instantly relaxed as you enter a hotel, take a moment to notice the scent in the air. Chances are, it’s working its invisible magic on your experience – and your memory.

“Smell is the gift that keeps on giving,” Panait concludes. “In a world where businesses are competing for attention, sometimes the most powerful experiences are the ones you can’t see at all.”

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Author: SayWatt SayWatt from SayWatt on behalf of Unilever Professional.

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