The importance of the sense of smell in marketing is often underestimated, but it plays a crucial role in the perception and behavior of customers. In car dealerships, targeted room scenting can not only improve the ambience, but also have a positive influence on purchasing behavior. Studies have shown that pleasant scents can increase the length of time customers stay and increase their willingness to buy.
Effect of scents in car dealerships
Scents have a direct effect on the limbic system of the brain, which is responsible for emotions and memories. A pleasant scent can therefore evoke positive feelings and increase the well-being of customers. In car dealerships, where smells of tires, oil or other workshop materials are often present, targeted scenting can neutralize these and create an inviting atmosphere.
Study results on scent marketing in the automotive industry
Studies have shown that the use of scent marketing in car dealerships leads to customers staying longer. A pleasant scented environment can increase well-being and thus increase the likelihood of a purchase being made.
Tips for implementing scent marketing in car dealerships
Target group analysis: Choose scents that suit your brand and your target group. For example, a sporty scent can underline the dynamism of a car brand, while a luxurious leather scent emphasizes exclusivity.
Dosage: Use scents discreetly. A scent that is too intense can be intrusive and have the opposite effect to what is desired.
Placement: Position fragrance devices at strategic points, such as the entrance area, the showroom or in consultation rooms, to ensure even distribution.
Odor neutralization: Use fragrances with odor-neutralizing properties to eliminate unwanted odors from workshop areas and create a fresh indoor climate.
Seasonal adaptation: Adapt the fragrance compositions to the seasons. Fresh, light fragrances are suitable for summer, while warmer, more intense notes are suitable in winter.
Recommended fragrances from REIMA AirConcept
REIMA AirConcept offers fragrance compositions specially developed for car dealerships:
NewCar Noble: Walnut wood and light nuances of leather and sandalwood create a scent like that of a new car.
NewCar Ambiente: A new car fragrance that gives rooms a special touch with a slightly bitter leather smell and a fresh note of bergamot and lime.
Leather fragrances: Intense and exciting compositions of various leather aromas, rounded off with spicy notes, underline sportiness and elegance.
Sporty fragrances: Fresh and dynamic fragrance blends that reflect the energy and dynamism of sporty vehicles.
Conclusion
Professional room fragrance can significantly improve the customer experience in car dealerships. By selecting suitable fragrance compositions and using them in a targeted manner, you create an atmosphere that invites people to linger and arouses positive emotions. This can not only increase customer satisfaction, but also lead to higher sales figures.
Comments