Impact of scent marketing at the point of sale as a brand recognition strategy

• DOI: https://doi.org/10.22533/at.ed.8208162614012

• Palavras-chave: Scent marketing, Point of sale, Consumer behavior, Brand recognition, Fragrance customization

• Keywords: Scent marketing, Point of sale, Consumer behavior, Brand recognition, Fragrance customization

• Abstract:

  With the aim of evaluating the effects of scent marketing at the point of sale and its application as a brand recognition strategy in various sectors, the research adopted a descriptive approach through a documentary analysis and a systematic review of the related literature. The methodology included a review of scientific studies, reports, and articles addressing the relationship between scent marketing, consumer behavior, and brand recognition. The results obtained reveal that scent marketing has a significant impact on consumer behavior, extending their time spent at the point of sale and generating emotional connections that can drive loyalty. Furthermore, it has been found that the use of specific scents can effectively contribute to brand image building, serving as a distinctive element that strengthens identity and leaves lasting impressions on consumers' memories. The main conclusions highlight the importance of strategically adapting scent marketing to the preferences and demographic characteristics of the target audience. The personalization of fragrances emerges as a key factor in maximizing its effectiveness. In addition, the cross-cutting relevance of scent marketing in various commercial sectors, from fashion to gastronomy and hospitality, is highlighted. The research shows that scent marketing is not only an effective tool for improving the consumer experience at the point of sale, but also a powerful strategy for strengthening brand recognition. Effective scent marketing management can have a real impact on business performance. From influencing purchasing decisions and customer satisfaction to prolonging dwell time at the point of sale and strengthening brand image, this strategy offers numerous benefits that directly contribute to profitability and business success.