subject: Retailers respond to recession with scent systems [print this page] Scent Marketing is a rapidly growing technique to encourage purchasing. The economy is very competitive right now, because consumers have less money to spend, so new marketing approaches are being explored. One of the most interesting and effective of those incorporates aromas. A far cry from flashy displays, and loud speaker announcements, scent systems are sending subtle messages to shopper's noses.
The human olfactory sense is very acute, and capable of discerning subtle differences in scent with a powerful emotional response. The sense of smell is wired directly to human emotion and memory. The nose has powers long neglected by modern thought, but now retail businesses are recognizing the sense of smell as a powerful motivator.
There are thousands of available scents, and some distributors offer custom scents as well. Each store selects a scent based on the message they want to send their clients. Then the scent is then placed into the store's new scent system, and gently released into the shopping area.
Scent machines come in three basic types. One type fits into existing heating and air conditioning vents and ducts, and so the scent is circulated throughout the store. Another type of machine only emits a directional pulse of scent when a motion detector is activated in front of a display. The third type disperses scent over a certain area, for example a 2000 foot radius.
Many stores experiment with different scents and systems, to find the optimal choice for their store. Their research seems to indicate scent systems improve sales.
Retailers respond to recession with scent systems
By: Scent Marketing
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