Digital Transformation And E-Commerce: The Evolving Role Of Smell Marks In Brand Differentiation

Abstract

The rapid evolution of digital transformation has significantly reshaped e-commerce, driving brands to adopt innovative strategies for differentiation. Among these, smell marks (olfactory trademarks) have emerged as a unique sensory branding tool, influencing consumer perception and emotional connection with brands. This study explores the evolving role of smell marks in brand differentiation within the digital commerce landscape. It examines the technological advancements, such as AI, VR, and IoT, that enable olfactory experiences in online shopping, enhancing consumer engagement and brand recall. The research also delves into the legal and regulatory challenges associated with smell mark registration across different jurisdictions, highlighting landmark cases and industry best practices. Additionally, the study evaluates the feasibility of integrating digital scent technology into e-commerce platforms while addressing the challenges of digitizing olfactory branding. By analyzing successful applications and emerging trends, this research provides insights into the future of sensory branding in digital commerce. The findings emphasize the strategic potential of smell marks in strengthening brand identity and consumer loyalty in an increasingly competitive online marketplace.