Tag Archive: scent marketing

Breathe Deep… And Then Buy, Buy, Buy More

April 16, 2009 12:53 pm Published by

There’s a certain unmistakable smell to the air this time of year… fresh and clean and almost vibrating with life… that is a unique (and oh-so-welcome) part of spring. And though our sense of smell seems to yield its place of importance to the other four senses, it is an amazingly powerful tool. Doubt this? Just think how fast the smell of rotten eggs (or a freshly made pizza) can make you move.
In the current shaky economy, businesses are looking for every edge, and many boutiques, auto dealerships and small retailers are considering scents as marketing tools. The thinking goes that a particular scent, attached to a brand or place, deepens the connection with the consumer. Some of the retailers who use scent today are giants like Bloomingdales, Nordstrom, Macy’s and Lane Bryant, as well as more specialized shops like Hallmark, Guess? and Abercrombie & Finch. Anyone who’s been inside tween hangout Hollister can attest to the liberal use of scent (though not light) on the shopping floor. What’s more, stories like this one underscore how savvy marketers outside of retail are increasingly drawn to subliminal techniques to advertise — smell being one of the most popular and promising of all.