Scent Marketing in showroom Grando Den Bosch

Q: What is scent marketing in retail?

Scent marketing in retail is the strategic use of fragrance to enhance the customer experience and strengthen a brand’s identity. By introducing carefully designed scents in showrooms or stores, businesses create an emotional connection with visitors, increase comfort, and make their brand more memorable through consistent sensory cues.

When Kelly and Tim Schellekens opened their new Grando showroom in Den Bosch, they envisioned more than just a place to explore kitchens and bathrooms — they wanted an experience that customers would remember. Together with Zaluti, they introduced a bespoke scent marketing concept that instantly sets the tone. The carefully designed scent creates a warm and welcoming atmosphere that reflects the couple’s passion, strengthens their brand identity, and enhances every customer’s visit.

“From the moment you step inside, you feel the difference. The scent brings calm and a warm welcome. It enhances the experience we want to offer: inspiring, stylish, and familiar.” — Kelly Schellekens

About Grando Kitchens | Bathrooms

Grando specialises in kitchens and bathrooms, with locations throughout the Netherlands. For the newest showroom in Den Bosch, the goal was to give customers a sense of trust and inspiration from the very first moment.

Sector: Kitchens and Bathrooms
Location: Den Bosch
Number of locations: 30 stores where Zaluti provides scent marketing or fragrance experiences
Website: www.grando.nl

What is the scent of Grando Den Bosch?

The scent of Grando Den Bosch is a custom creation. Together with Kelly and Tim, we selected a fragrance tailored for their new showroom in Den Bosch. It’s a unique scent that matches both the elegant, fresh interior and the personality of these young entrepreneurs.

How scent marketing transforms the Grando showroom experience

The new Grando location in Den Bosch was meant to be more than just a showroom. It needed to feel like a place where inspiration and trust come together. What was missing was a way to create a sensory connection with visitors the moment they walked in—a signature scent that would stay with them and bring back positive memories.

Why consistent scent diffusion matters for brand experience

Kelly and Tim spent months designing and building the 850-square-metre showroom, filling it with the latest innovations in kitchen and bathroom design. Zaluti installed the fragrance system using the Zaluti Air:1. It was placed at the entrance and on the second floor of the showroom, creating a consistent fragrance experience throughout the space. The chosen scent is a bespoke blend, developed in collaboration with our luxury scent oils from Grasse. A scent that matches Grando Den Bosch perfectly: modern, stylish, and elegant.

Scent marketing strengthens brand identity in stores

The fragrance ensures visitors feel welcome right away. They experience calm, comfort, and a touch of subtle luxury—elements that align seamlessly with Grando’s brand identity. The result is not just a pleasant store environment, but a stronger sense of recognition. The scent turns a first visit into a lasting memory.

How to introduce scent marketing in your own showroom

Scent marketing begins with understanding the atmosphere you want to create. Whether your showroom should feel calming, inspiring, or luxurious — the right fragrance makes that feeling tangible from the moment visitors enter. By combining expertise in scent design with high-quality diffusion systems, Zaluti helps brands shape experiences that customers remember — not just for what they see, but for how it makes them feel.

Emma Zietz

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Frequently Asked Questions

What is scent marketing in retail?

Scent marketing in retail is the strategic use of scent to enhance the customer experience and strengthen a brand’s identity. By introducing carefully designed scents in showrooms or stores, businesses create an emotional connection with visitors, increase comfort, and make their brand more memorable through consistent sensory cues.

How does scent marketing improve the showroom experience?

Scent marketing improves the showroom experience by creating a welcoming atmosphere that aligns with a brand’s interior design and style. A consistent scent evokes emotions such as calm and trust, helping customers feel at ease while exploring products. This enhances perception, increases engagement, and makes each visit more memorable.

Why is consistent scent diffusion important for brand identity?

Consistent scent diffusion is important because it ensures customers experience the same atmosphere throughout the store. A uniform fragrance strengthens brand identity by making it instantly recognizable and emotionally familiar. It also helps connect the visual and spatial design with the overall sensory experience of the showroom.

Which scent machines are used for large retail spaces?

For large retail spaces such as showrooms, professional scent machines like the Zaluti Air:1 are commonly used. These systems diffuse scent evenly across multiple areas, ensuring a consistent scent experience. They can be programmed to match different times or visitor flows, maintaining balance between intensity and subtlety.

How can businesses start using scent marketing in their showrooms?

Businesses can start using scent marketing by defining the desired atmosphere—such as calm, luxury, or inspiration—and choosing a matching fragrance concept. Partnering with experts like Zaluti ensures the scent design and diffusion system fit the space, brand values, and visitor journey, creating a professional and cohesive experience.

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