SYDNEY, Australia. January 27th, 2017 –

OF ALL the five senses, the theory goes that smell is the most dominant when it comes to influencing our purchasing decisions.


“We remember 1 per cent of what we touch, 2 per cent of what we hear, 5 per cent of what we see and 15 per cent of what we taste,” said Steve Hughes, managing director of Mood Media, a marketing agency specialising in sensory branding. “But 35 per cent of what we smell stays with us.”

Sensory branding is a type of marketing that uses the senses to connect with customers on an emotional level. By forging a warm emotional connection, brands hope you’ll associate positive feelings with their product or service and be more inclined to hand over your cash.

“There’s obviously an emotional conversation that takes place when you talk about scent. People are emotional creatures and this is why sensory branding works,” Mr Hughes said.

“Scent taps into our memory. If you’re smelling cut grass, it takes you back to when you were a child playing sport at school. If you can evoke an emotion and it’s a positive one, people will react to that quickly and it encourages the impulse purchase.

“But if you have the wrong scent, then you’re going to leave [the store], aren’t you? Music is also important in store, but if you have the wrong music, you can just skip to a different song. It’s a lot easier to change than smell, which hangs around for ages.”

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About Mood Media Corporation

Mood is the global leader in Elevating Customer Experiences. With more than 500,000 active client locations around the globe, Mood enhances the customer experience through interactive mobile marketing, visual, audio and sensory solutions. Mood’s clients include businesses of all sizes and market sectors, from the world’s most recognized retailers and hotels to quick-service restaurants, local banks and thousands of small businesses. For more details:

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