Scented Gift With Purchase

Drive immediate sales and increase brand loyalty at the same time by adding a free gift with purchase! Gift With Purchase (GWP) is a marketing strategy that motivates consumers to make purchase by incentivising them with free gifts. In addition, GWP helps especially when customers are undecided about a purchase. 

Scented gift with purchase
Scented gift with purchase strategy

Benefits of Gifts with Purchase

1

Drive Sales

GWP is effective in motivating hesitant consumers to spend because it works like a “favour” that consumers receive from you. According to Dr. Robert Cialdini, author of Influence: The Psychology of Persuasion this is called “reciprocity”, where people feel obliged to return favours they receive from others.
2

Consumers Will Spend More

According to a study in the Journal of Consumer Research, consumers prefer a free gift to a deeply discounted promotional item, especially if it comes from a luxurious brand. In addition, they would perceive the freebie as being higher quality and are more willing to spend more for the item on its own.

“Since consumers believe the value of a free product is likely to be consistent with the value of the purchased product, pairing a free product with a high-end product may very well increase perceptions of its value,” write authors Mauricio M. Palmeira (Monash University) and Joydeep Srivastava (University of Maryland).

3

You Create Buzz (WOM)

The benefit of adopting GWP strategy is manifold because free gift receivers act as brand ambassadors for your company by sharing their positive shopping experience with their friends.

People are 15% more likely to talk about a product when they get a freebie (coupons and rebates didn’t make a difference) - study in the Journal of Marketing.
Another study also found that 65% of free gift receivers were at least somewhat likely to share their experiences with others online. Interestingly, women are much more likely to share about their positive experience of receiving GWP than men.

6 Ideas of Scented Gift to Include With Purchase

Scented Beads Sachet

A scented beads sachet is a good idea because it can act as an odour neutraliser and be placed in different places such as drawers and shoe racks to keep them smelling fresh.

This also gives brands opportunities to collaborate with third party such as hotels and use them as door gifts.

Air Fresheners

Since air fresheners are usually placed at home, in car or in office, using air fresheners as GWP gives plenty of opportunities for your brand to communicate with consumers via scent. According to highly successful scent designer, Raymond Matts: “At least 35% of what we recall about an environment in the short-term is scent-based, compared with about 15% of what we see. This means making your GWP scented is more likely to remind customers of your brand than an unscented one.

Deodorants, Perfume Rollers & Soaps

This category is more specific for personal care retailers and is a great way to introduce customers to new products. These are items that will be worn by customers and thus is a great way to keep your brand at the back of their mind.

Holiday Seasons

A good time to include a scented GWP strategy is during festive seasons such as Christmas or Valentine’s Day when customers do gift shopping. Scented cards and flowers would come in handy for gift givers.

Aromatic Pendant

Since customers would be exposed to the scent constantly with this one, strong emotional connection would be developed with the scent and thus your brand.

Product Minis

Miniature sample sized products, such as mini vials, sachets or other small format sampling units.

Scented GWP & Scent Branding

Scented GWP alone works pretty well. However, you can go one step further by incorporating scent into your brand strategy for maximum impact.

Incorporating your scent brand into free gifts provides you an additional channel to communicate with your customers. It keeps them engaged with your brand even when they are not using the product.

A pleasant smell has the power to improve mood up to 40%. By associating your brand with a pleasant smell, customers are predisposed towards your brand and become more likely to choose your product next time. Coupled with GWP, scented GWP will result in customer retention and brand loyalty.

Learn more about Scent Branding, Scent / Aroma Marketing and Ambient Scent.

A brand with a scented logo has a 65% chance of being remembered by a customer after a year, while an unscented brand has a 50% chance of being forgotten within the first 3 months.

Sense of Smell Institute

Thinking of Adding a Scented GWP to Your Brand?

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