Follow your nose has taken on a new meaning for me. Little did I know that brands are diffusing scents in the air in retail stores in an attempt to influence if, what and how much customers spend.
I’ve walked into plenty of women’s beauty aids stores where perfume smells hung heavy in the air, but I expected that because they had sales counters with the major brands on display and testers in easy reach.
It turns out there’s plenty of science that proves that at subtle, almost undetectable levels, scenting the air influences purchase behavior and increases store revenue.
Who knew? The folks at ScentAir and Scent Marketing Institute for starters. They adamantly believe diffusing systems are filling the air with all kinds of money-making ambient scents that positively affect the consumer shopping experience.
The scent of money
The AdWeek article Something in the Air opened my eyes to how pervasive scenting the air is in retail establishments. Major retailers have invested big bucks in the systems that disperse an ambient smell. They stand behind the decision because their data shows that many customers notice and like certain aromas. That keeps them in the store, and when the hang around, they tend to buy.
“If you introduce a scent, customers will linger longer. And if they do, purchase intent goes up.” - Steve Semoff, co-president, Scent Marketing Institute.
Plug your nose
Not everyone is a fan. Some argue that for folks with allergies and other health issues, even nearly imperceptible levels are unacceptable. No one knows about cumulative effect, they claim. The science is too new. Furthermore, they believe stores and brands have a responsibility to disclose that they are spritzing the air. Presumably because not everyone has a sensitive olfactory, and everyone has a right to know what they are inhaling.
Ooooh that smell
“The technology has advanced to the level where anyone can do it.”
Oh boy, that notion scares me. I don’t want to walk into a pharmacy and have a scent designed to incentivize purchases lingering in the air. Even at one part per million, that would be unacceptable.
Seriously though, I’m curious where you stand on scenting the air. For? Against? Indifferent? Do you believe retailers have an obligation to inform consumers? Do you believe the science or are you dubious?
Share your thoughts in the Comment box. Thank you.
No comments:
Post a Comment