Fragrance promotes re-marketing and marketing communications

We know that olfactory memory is more reliable than visual memory or hearing. After making a consumption choice, consumers will make a positive or negative evaluation of this consumption based on the results of their consumption within a period of time, among which olfactory memory can have a great impact on the evaluation.

An interesting phenomenon, according to the survey, 80% of women are impulsive consumers (shopping environment or publicity or sales guide consumption), 60% of consumption is wasteful consumption (consumption that is not planned to be purchased and then put aside), 50% is incidental consumption beyond the budget (originally buying 10 yuan, but being stimulated by various sales methods to buy 15 yuan), and 30% is guided subconscious consumption (I just look at it, I don’t buy it, but I buy it). Excluding 20% ​​of inevitable consumption, the remaining 80% of consumption will be evaluated by the consumer, of which more than 30% of consumption will be considered wasteful and not worth it, thus having a defensive or subconscious resistance to such products.

Women usually have strong expressive, infectious and communication abilities, and are good at influencing other consumers around them through persuasion, advice, and word-of-mouth. Female consumers will tell others about their experience of using the products they bought and the service they received as daily topics to prove that their choices are correct. In turn, women's shopping decisions are also more easily influenced by the experience of other consumers.

This characteristic determines that women are the disseminators and receivers of word-of-mouth. Some products can achieve effects that general advertising cannot achieve through word-of-mouth dissemination by women. But word-of-mouth can make or break a company. According to foreign surveys, usually only 4% of customers who are dissatisfied with products and services will tell the company directly, and 25% of the 96% of customers who do not complain have serious problems; 4% of customers who complain are more likely to continue to buy than 96% of customers who do not complain; if the problem is solved, 60% of those complaining customers will continue to buy, and if it is solved as soon as possible, this ratio will rise to 95%; dissatisfied customers will tell their experiences to 10 to 20 people; customers whose complaints are solved will tell 5 people about his/her experience. Most of the consumers who will reflect their complaints to the product or service provider are female consumers, so the feedback and word of mouth of female customers are very important.

So when word of mouth spreads, the love of the fragrance of the environment, the love of the house and the dog, can make the customer make a good evaluation of the product. Even if the recipient is not interested in the product, the communicator will recommend him to experience the fragrance he likes. The love of fragrance comes from women's pursuit of beauty and desire for inner satisfaction. Like all beautiful clothes and all exquisite jewelry, it is a must for women.

Male consumption is much more pragmatic and rational than women. One of the main differences between men's personality characteristics and women's is that they have strong rationality and self-confidence. They are good at controlling their emotions, and can calmly weigh various pros and cons when dealing with problems, and can think from the overall situation. Some men regard themselves as the embodiment of ability and strength, with strong independence and self-esteem. These personality characteristics also directly affect their psychological activities during the purchase process.

Male consumers' mood changes during the purchase activity are not as strong as women. They don't like association and fantasy. They often regard fantasy as the reality of the future. Correspondingly, the emotional color is also relatively weak. Therefore, when the motivation is formed, the stability is better and the purchasing behavior is more regular. Even if there is an impulsive purchase, it is often confident that the decision is accurate and rarely regrets the return. It should be pointed out that the aesthetics of male consumers are significantly different from those of females, which also has a great impact on the formation of their motivation. For example, some male comrades believe that the characteristics of men are rough and powerful. Therefore, when they buy goods, they are often interested in goods with obvious male characteristics, such as cigarettes, alcohol, cars, etc.

Therefore, we use a fragrance in the male consumption environment to influence male emotions, and then create a world controlled by men through environment, guidance, and publicity. In this world, customers feel very MAN, brave, handsome, and powerful, and always reveal confidence and control. So they will buy, and after buying, they are also happy to share in the circle and become loyal consumers.

Therefore, a good fragrance environment can allow consumers to form a virtuous cycle of smelling the fragrance - smelling the fragrance and being happy - smelling the fragrance and deciding - smelling the fragrance and remembering - smelling the fragrance again, thereby promoting re-marketing and marketing communication.