IMS builds brand loyalty through the use of scents

“He who has control over scents has control over the hearts of people”

- Patrick Suskind, Perfume

A brand is a major resource for a company. It builds trust among consumers when they make purchasing decisions, and provides the customer with personal and social gratification. Scent, which has become a channel of communication with the customer, plays an important role in the way customers perceive a brand. The use of fragrance is a relatively new way of complementing older forms of promotion and can give value to a brand that other brands do not possess. Due to the fact that scent completely fills a space and is “bound” to the environment, it shapes and strengthens the brand image. The choice of the right fragrance, one that matches the image a company is attempting to create, is an additional element that guarantees greater brand recognition and allows a company to stand out from the competition.

The scent logo is a emotional manifestation of the brand and becomes an integral part of the brand image. The use of fragrances at the point of sale is an important component of the overall sensory marketing experience as it is part of invoking all five senses. Scent stimuli affect us even when we are not consciously aware of them, irrespective of our will. The use of scents in interior spaces leads consumers to retain strong memories of emotional states. This is because the sense of smell is the only sense directly tied to the limbic system, which is responsible for the direct, subconscious creation of emotions and shapes everything that we are and do.

IMS has many years of experience in the application of sensory marketing. We help our clients design the character of their stores through the use of aromamarketing. IMS has recently partnered with several renowned clothing brands. These companies understand the magic and power of scent and have recognized the need to apply this cutting-edge marketing tool at the point of sale. The creation of an unforgettable atmosphere in an interior space through the use of scent means that customers will be happy while there and eager to come back...

One of IMS’ clients is Valentino, which sells apparel and accessories from the Valentino and Salvatore Ferragamo fashion houses. The fragrance provided by IMS harmonizes perfectly with the modern design of the interior and exclusive collections as well as with the Valentino brand image. The dominant note of hibiscus and white musk creates an elegant and distinguished atmosphere, which attracts customers looking for the best of the best collections for women and men. The bold originality of the collections, which simultaneously retain a sense of tradition, blends perfectly with a fragrance that brings customers into the world of high fashion.

In turn, the world famous Versace brand offers a collection of luxurious, classic designs. The slightly perceptible hint of musk ideally complements the exclusive and refined image of the brand. For both Versace’s classic and modern collections, we have used an elegant composition of fragrances that also incorporates a little bit of fantasy for less formal wear. A subtle hint of citrus relaxes and creates harmony in the modern interior of the boutique. The seductive scent of musk inspires the drive to purchase while a delicate note of amber underscores the elegant style of the brand and gives a feeling of warmth to the interior.

For Endo boutiques, IMS has applied a fragrance composition which appeals to both children and their parents under the motto: “Endo is a better way for children and adults to be together.” The delicate and light aroma of green leaves combined with the scent of sweet and juicy melons, converging at the edge of perceptibility, means that Endo’s youngest customers are cheerful and their parents are happy. The natural scent of bamboo fits well with the original and unique clothing line, creating a wholeness to the environment, and augments the marketing strategy of the company. Meanwhile, the distinct note of jasmine soothes the nervous system and creates a pleasant atmosphere that is simultaneously natural and sensual.