The Secret Weapon Nike Used to Boost Sales by 84%

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Ever walked into a shop, taken a deep breath, and suddenly felt good about being there?

That’s not an accident.

It’s a marketing strategy.

A study by the Smell and Taste Institute tested how scent influences shopping behaviour.

They diffused a floral fragrance in select Nike stores while keeping others scent-free. The results?

A staggering 84% of customers in the scented stores showed more interest in products. Even better, they were willing to spend 10-20% more.

That’s what we call scent marketing. 

What Exactly is Scent Marketing?

Scent marketing is the strategic use of fragrances to create an emotional connection with customers.

Think of it as branding beyond visuals, your brand now has a smell.

Companies use scent in two key ways:

Scent Branding – A signature fragrance that becomes synonymous with a brand. Just like a logo or a jingle, a unique scent can instantly remind customers of your brand. (For example, Starbucks)

Ambient Scenting – Using fragrances to influence customer mood and behaviour in a space. Think of a calming lavender scent in a spa.

Why should you care?

Nike’s experiment wasn’t a fluke. Studies have consistently shown that the right scent can:

• Increase customer dwell time

• Enhance product perception

• Boost sales and customer satisfaction

Luxury hotels, casinos and retail giants have been using scent marketing for years. Ever wondered why a luxury store just feels expensive the moment you step inside? That’s not just the decor, it’s the smell of exclusivity.

How you can apply this to your business

Your physical store is an obvious place, but don’t stop there. Scented promotional items, and packaging can also carry your brand’s fragrance.

⚡ 3 Noteworthy News Updates for Marketers

1. Instagram’s rolling out a new element within its Partnership Ads that will enable brands to showcase a creator endorsement.

2. Instagram adds new DM Features, including scheduled messages.

3. X is blocking links to Signal, a secure messaging platform.

That's a wrap for today! Stay tuned for the next edition.

Thanks,
Luv

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