Scent is more than just a pleasant detail—it’s a powerful marketing tool. Over the past few years, many brands have begun turning to KW scent marketing case studies to learn how olfactory branding can influence consumer behavior and improve customer retention. These case studies don’t just tell stories; they show results. They provide proof that the right scent, placed in the right environment, can dramatically change how people feel, shop, and remember your brand.
If you’ve ever walked into a store or hotel and felt instantly relaxed or intrigued, chances are scent played a role. Today, we'll explore five compelling KW scent marketing case studies that clearly show how businesses are boosting customer loyalty through the power of scent.
KW scent marketing case studies
Abercrombie & Fitch is known as much for its immersive in-store fragrance as it is for its clothing. The brand developed a signature scent that became synonymous with the experience of shopping there. This wasn’t just a pleasant aroma—it became a part of the brand’s identity.
By consistently using the same scent across stores, Abercrombie & Fitch created a recognizable olfactory cue that customers began to associate with a particular lifestyle. Shoppers would later smell the scent elsewhere and instantly remember the brand. This familiarity helped increase repeat visits and brand loyalty—clear evidence of how scent builds emotional and sensory memory.
Singapore Airlines developed a custom fragrance called "Stefan Floridian Waters," which was infused in hot towels, flight attendant perfume, and parts of the cabin. This intentional and subtle touch added to the luxurious experience the airline is known for.
According to KW scent marketing case studies, this scent was a core part of creating a consistently premium feel for passengers. It allowed customers to associate that unique smell with comfort, safety, and elegance. The airline found that customers remembered their experience more positively—and were more likely to rebook—thanks in part to that sensory cue.
Westin’s signature scent, “White Tea,” is a masterclass in how to use fragrance to build a brand image. The scent is used throughout the lobbies, hallways, and even spa areas of Westin properties globally. Over time, it has become a key piece of the brand’s identity.
By reinforcing this consistent sensory experience, Westin managed to turn a simple aroma into a memory trigger. Guests later report feeling a sense of relaxation and comfort when encountering similar smells, which subtly encourages them to return to the brand they associate with those positive feelings. The result? Increased brand recall and stronger customer retention.
Nike experimented with energizing scents in select stores, particularly in high-traffic areas. The aim was to create a more dynamic and stimulating environment that matched their active brand image.
In one of the KW scent marketing case studies, a Nike store using citrus-based scents reported that shoppers stayed longer and were more likely to make a purchase. This demonstrates that the right scent not only influences mood but can actually keep customers engaged longer—a critical factor for increasing conversion rates and repeat visits.
While technically a food-based business, Cinnabon’s use of scent is no accident. Their strategy goes beyond baking—they actually design their locations so the scent of cinnamon and sugar wafts into surrounding areas like malls and airports.
One case study noted that simply placing ovens closer to the front of the store boosted foot traffic dramatically. The scent was so powerful that it became a silent salesperson, luring customers in without a word. People weren’t just buying the product—they were returning again and again, drawn by that irresistible smell.