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

Niklas Oberwegner (), Fabienne Cantner (), Monika Imschloss () and Michael K. Zürn ()
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Niklas Oberwegner: Technical University of Munich
Fabienne Cantner: Technical University of Munich
Monika Imschloss: Leuphana University Lüneburg
Michael K. Zürn: Nuremberg Institute for Market Decisions

Marketing Letters, 2025, vol. 36, issue 4, No 14, 903-916

Abstract: 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.

Keywords: Olfactory marketing; E-commerce; Sensory marketing; Scent (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s11002-025-09786-2

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