Why does Air France use scent in its premium marketing strategy?
Modern marketing is becoming more diverse and creative, but the use of aroma in marketing is one of the most intriguing trends. In particular, Air France has developed a unique strategy based on the principles of aromatherapy and neuromarketing. These concepts involve using scent as a way to create an emotional connection with customers and increase their loyalty.
Ways to Incorporate Scent into Marketing
Air France actively uses scent in marketing in various aspects of their activities. Here are some key methods:
- Airport scenting: In its lounges and departure areas, Air France fills the space with a unique scent that evokes French culture and lifestyle.
- Fragrances on board: Each new generation of the company's aircraft is equipped with diffusers that emit a specially developed aroma, creating a cozy atmosphere on board.
- Products with aroma: Air France offers customers special kits that include fragrances associated with the brand, enhancing the immersive experience.
Scientific reasons for using fragrances
The use of scent in marketing is based on numerous scientific studies showing that scents can significantly influence consumer behavior. According to research, more 80% emotional reactions are caused by smells. The Institute of Neuromarketing confirmed that positive associations with a scent help increase the time a customer spends in a store or, in this case, on board.
Customers exposed to pleasant smells spend up to $100 more on Air France, according to research 20% more than those who did not experience the scent. This fact highlights how effective the use of scents can be in combination with other marketing strategies.
Specific examples of successful use of fragrances
A striking example of successful application aroma in marketing is a branch of the famous coffee brand Starbucks. They have been using the aromas of freshly brewed coffee for many years, which continuously attracts and retains customers. This method is similar to the approach of Air France, which creates unique ties to its brand through specific aroma associations.
Air France also collaborates with renowned perfumers to create their own unique scents that match their brand, which demonstrates their high level of involvement in creating a premium image. Moreover, such collaborations help expand the customer base, attracting both fragrance lovers and frequent travelers.
Thus, the use aroma in marketing shows promising results for Air France, strengthening the leading airline in the minds of customers as a symbol of quality and comfort. Innovative marketing approaches such as scenting allow brands to stand out from the competition and create an emotional connection with audiences, which is key in today's business.
For more information about aroma in marketing, check out additional materials on our resource and in this blog.