Unpacking olfactory marketing: initial evidence for the positive effects of scented parcels on post-order consumer responses in e-commerce

Abstract Can the scent of a parcel influence post-order consumer responses in e-commerce? This study presents initial evidence for the untapped potential of olfactory marketing in online retail. We conducted an incentivized laboratory experiment in which participants received either scented or unscented parcels containing a product from a fictional outdoor sports brand. The results demonstrate that scented parcels significantly improve the unpacking experience, product evaluation, and brand perception, including green brand equity. Furthermore, scented parcels increase post-order willingness to pay. Our findings lay the foundation for exploring olfactory marketing in digital retail settings and offer practical insights for online retailers. We conclude our report by discussing potential moderating factors and identify further research questions.