Refined Scent Marketing for showroom HEK Bathrooms

At HEK Badkamers in Woudenberg, scent marketing is the finishing touch that transforms design into experience. Known for its bathroom, sauna, and wellness concepts, the showroom partnered with Zaluti to elevate its atmosphere with an exclusive scent from the Signature Grasse Collection. The result is an elegant and welcoming environment that reflects craftsmanship, comfort, and style. Each scent note subtly reinforces the brand’s high-end identity, turning every visit into a sensory experience that customers remember long after they leave.

“For us, it’s all about atmosphere and experience in the bathroom — and scent is an essential part of that!”
— Robert Hek, Owner of HEK Bathrooms & HEK Installateurs

About HEK Badkamers

Industry: Bathrooms & Wellness specialist
Location: Woudenberg, The Netherlands
Number of locations: 1
Website: www.hekbadkamers.nl

What is the scent of HEK Bathrooms?

At the entrance of the showroom, Grasse Garden from the Signature Grasse Collection welcomes visitors with a fresh and elegant floral note.

In the area for wellnes, the scent Hinoki Cypress is diffused — a wood-based scent with subtle Japanese influences that evokes calm and serenity, perfectly fitting the luxurious and relaxing atmosphere of the space.

Together, these scents create a seamless scent experience, giving each area its own character while maintaining a consistent overall ambiance.

How does scent marketing enhance the showroom experience?

In a bathroom showroom, everything revolves around experience — how a space feels, looks, and smells. Scent plays a quiet yet powerful role in this. It enhances the luxurious impression of the interior and encourages visitors to stay longer, while subconsciously associating the brand with comfort and quality.

A well-chosen scent isn’t overpowering; it’s the invisible layer that brings the entire space to life.

How scent machines improve retail atmosphere and customer flow

Zaluti recommended using the ModulAir scent machine at the entrance and a ModulAir 2-Split built-in system in the wellness area. These professional scent machines are silent, elegant, and efficient — ideal for spaces where scent should be present in a subtle and refined way.

Thanks to the strategic placement of these machines, a distinctive and recognizable ambiance now defines the high-end showroom of HEK Bathrooms.

Why scent marketing strengthens brand identity and perception

Scent directly influences the brain and emotions. At HEK Bathrooms, Grasse Garden and Hinoki Cypress reinforce a sense of luxury, calm, and inspiration. Because scent operates subconsciously, it leaves a lasting impression — transforming scent from a design detail into a subtle form of branding.

How can you successfully integrate scent marketing into your showroom?

Just like HEK Bathrooms, scent marketing proves that true impact lies in the details. A well-chosen scent doesn’t just complement design—it deepens emotion, strengthens brand identity, and creates a memorable atmosphere that customers connect with. It’s the subtle, sensory layer that transforms a visit into an experience that feels authentic, distinctive, and lasting.

Noa Schouwenaars

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Frequently Asked Questions

What is scent marketing in a showroom?

Scent marketing in a showroom is the strategic use of scent to influence atmosphere and customer perception. By diffusing a subtle, brand-specific scent, businesses like HEK Bathrooms create an inviting and memorable environment that enhances design, supports brand identity, and improves the overall customer experience.

How does scent marketing improve customer experience?

Scent marketing improves customer experience by creating emotional connections through the sense of smell. A well-chosen scent enhances mood, supports the store’s visual and tactile design, and encourages visitors to stay longer. It transforms a space from purely functional to emotionally engaging, leaving a positive and lasting impression.

Why are scent machines important in retail environments?

Scent machines ensure consistent and controlled scent diffusion throughout retail spaces. They allow businesses to maintain an even fragrance level without being overpowering. In showrooms like HEK Bathrooms, professional scent systems such as Zaluti’s ModulAir create a refined and stable scent experience that enhances brand perception and comfort.

Which scents are used at HEK Bathrooms?

HEK Bathrooms uses two scents from Zaluti’s Signature Grasse Collection: Grasse Garden, a floral and elegant scent for the entrance, and Hinoki Cypress, a woody scent with Japanese influences for the wellness area. Together, they create a balanced, high-end scent experience that reflects craftsmanship and tranquility.

How can businesses implement scent marketing effectively?

Businesses can implement scent marketing effectively by selecting scents that reflect their brand values and atmosphere. Placement of scent machines should be strategic—at entrances or high-traffic zones—to ensure subtle yet consistent diffusion. Professional consultation, as with Zaluti, ensures the right balance between scent intensity, design integration, and customer experience.

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