Il naso nel marketing: la comunicazione olfattiva nei processi d'acquisto.

If until a few decades ago to satisfy the demands of consumers was enough to offer good products and improve the quality of services, today this does not seem sufficient: the needs of consumers have changed and the cognitive needpurchase- benefit scheme that inspired traditional marketing has given way to new strategies aimed at providing the potential customer with an emotional experience, relying on sensory stimulation. In the panorama of sensory or polysensual marketing, a trend that is becoming more and more widespread in the various sectors of the market, the strategies aimed at capturing the consumer by “taking him by the nose” have proved to be among the most effective and innovative. Communicating with customers through a direct and immediate language like the smelling one no longer saves any kind of merchandise or place of sale, investing the most disparate fields. In this way, by exploiting the extraordinary power of smells to indelibly imprint themselves in the memory and to provoke immediate emotions, more and more companies rely on olfactory marketing to influence consumers’ purchasing behavior.