El aroma como parte de la experiencia de cliente

Aroma as part of the customer experience

The great potential of aromas as a marketing tool
According to a study by Rockefeller University, New York, people can remember up to 35% of what they smell, whereas they can only retain 5% of what they see, 2% of what they hear and 1% of what they smell. what touches The sense of smell is one of the most developed senses, taking advantage of this potential to generate a link with our brand, increase positive memories and thus create differentiating experiences for our customers, is what we know as Olfactory Marketing.

In recent years, Olfactory Marketing has gained a lot of strength, although the retail sector was one of the first to incorporate it, the hotel sector soon realized the importance of sensory experiences and of having an Odotype, that is, a personal and non-transferable, exclusive olfactory images and characteristics that reinforce the identity of the brand, that convey the character of the hotel and that have an impact on the memory of the guest.

This is how the Odotype is added to the Logo and Imagotype.

In search of the perfect aroma for the hotel
Miguel Ángel Olleros, Commercial Director of the company Cuarto Sentido, a company specialized in Olfactory Marketing, explains the process of implanting an aroma:

The first step is to complete an Olfactory Briefing, generally this information is provided by the Marketing Department, the briefing will collect complete data referring to 4 important points:

?Corporate image (logos, fonts, uniformity, website, look and feel?), What is the brand image we offer? What do we want to convey?

?Aesthetics of the space: Decoration, colors, materials, environments

?Public: Age, sex, profession, interests, lifestyle

?Location: Is it an urban, beach, or country hotel? How is the environment? Is it a hotel chain and do we have to take disparate locations into account?

Once the Olfactory Briefing is completed, the Perfumer has all the necessary information to get down to work in the process of finding/creating the perfect aroma.

This process not only refers to the creation of an odotype, that is, a unique and distinctive aroma for our brand, on many occasions, as Olleros points out, it is advisable to start with existing aromas, which considerably reduces the budget and makes it viable. For small establishments or independent hotels, developing an odotype has costs of around 3,000? and also requires significant minimum consumption, something that seems more appropriate for hotel chains.

Whether we opt for an odotype or an existing fragrance, the Perfumer will seek balance in the composition of the aroma, a balance that is achieved through the fragrance notes. The fragrances are made up of 3 notes, whose different proportions make one perfume stand out from another. The mixture of aromatic substances, their balance, is what will give the perfume its own distinctive personality.

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