A Noseworthy New Trend in Retail Marketing
Retail marketers are always trying to find another way to break through, and one of the latest trends is aroma marketing. Yankee Candle move over – more and more retailers are using discrete scent diffusers to lure customers in, make them stay a while, and connect with them on another, memorable level.
It makes sense. Brands pour dollars into every aspect of their stores and businesses from color schemes, to music, employee dress codes, etc. Why not leverage a sense as powerful as smell? It’s proven that smells can directly influence a purchaser and change a mood. Why? Apparently, sight and hearing senses are wired to the left brain, while smell is attributed to the right brain – which is your emotional core.
In short, smell triggers an emotional response, which can build a direct emotional connection to a brand. Victoria’s Secret, Hugo Boss, Bloomingdale’s, and the Ritz Carton are just some of the brands the knows nose. Those who get headaches from artificial scents may wish to patronize other establishments.
~ Meredith Aman, Account Supervisor, The S3 Agency