Janoschka magazine Linked_V6_2021

40 k n o w l e d g e & c o m p e t e n c e
issue #6 © l i n k e d 41
Hotel Daniel (in Vienna and Graz) has its very
own brand of shower gel, making a stay there an
memorable experience.
However, one thing is certain: there is no
escape from scents. Olfactory marketing
has long since become an important playing
field for the specialists. Room scents
are now relevant in almost all industries and
are being used in a variety of settings – in
kitchen showrooms, in hotels, at swimming
pools, in care homes, on trains, in offices,
in shops, at opticians, at electronics retailers
and at petrol stations. In most cases,
aroma diffusers carefully dose the respective
scent. Dosing the scent is in fact the
greatest challenge, as it should never be
too complex or intense. Too much scent
will overwhelm customers: the brain will
attempt to decipher the components – it
is distracted and the person no longer concentrates
on what they actually came for.
Research has shown that a subtle use of
scent can have a positive effect on purchaser
behaviour. Nevertheless, in our globalised
world, we need to remember that
there are cultural differences: Germans
associate “cleanliness” more with lemongrass,
the French with flowery scents
and Spaniards with chlorine. You may notice
this if you pass through the airports of
Berlin, Paris and Madrid.