Sensory Design for Brands and Businesses
What makes this technology really useful is it actually takes a sniffy snap of you sniffing whatever scent the Sniffy Market sniffs.
Woah! BusinessInsider.com on ‘sneaky ways stores trick us into spending more’, and ways we can outstmart them.
Selling products is about selling emotion. How do you feel in relation to a brand? What does it evoke in you? Scent is widely considered to be our most emotional sense, due in part to our impressive capacity to recognize distinct scents: Richard Axel and Linda Buck won a Nobel Prize for their work in understanding our olfactory system, which allows us to identify and categorize 10,000 scents, all of which can trigger powerful nostalgia-laced memories. This means scent can subconsciously affect our cognition and behaviour. Studies have shown that ambient scents in a retail environment can produce positive feelings toward that brand (including your likelihood to return to the store) and affect purchasing habits. Scent marketing companies, like Scent Air, are enlisted by retailers, hotels, and restaurants to produce branded scents that build an emotional connection between consumer and brand. According to the Scent Marketing Institute, specific scents actually correlate with different consumer behaviors. For example, the scent of fresh baked goods sells more homes, the scent of leather and cedar convinces us to buy luxury furniture, and citrus encourages us to browse longer and spend more. Outsmart them: Shop on a full stomach and keep something minty in your mouth while you browse. Peppermint satiates hunger and is powerful enough to serve as a barrier to other scents that may be temptingly wafting toward you. Read more: http://www.dailyworth.com/posts/2594-6-ways-retailers-trick-you-into-spending-more/7#ixzz33aM4q2c6 This article originally appeared at DailyWorth. Copyright 2014
Between the bouncy music and the stacks of colorful jeans, visitors to the Benetton store on Chicago’s Michigan Avenue might catch a whiff of a growing marketing trend. Mounted high in the corner beside the store entrance, a scent diffuser, the ScentDirect system from ScentAir, spreads a bright spring fragrance modeled after Benetton’s Verde cologne. “It finishes the emotion we are trying to create in the store,” said Robert Argueta, director of visual merchandising for the United Colors of Benetton, who also is testing the scent in Benetton’s New York flagship store. “It’s the first and last impression a customer gets.” Long the domain of casinos and hotels, marketing using scent is catching on among retailers and in car showrooms, sports stadiums, airports, banks and apartment buildings that seek to distinguish themselves with customers via the deeply influential sense of smell. Alexia Elejalde-Ruiz Reports: http://www.latimes.com/business/la-fi-scent-branding-20140419,0,4880702.story#ixzz2zndAnweG
Well that says it all! Great cameo appearances by our ScentDirect and ScentWave technologies
Leading luxury retailer, Harrods is set to lead the way in multi-sensory experiences by injecting tailored aromas into its stores to improve the buying experience.
A variety of scents have been positioned around Harrods to provoke memories and encourage customers to feel positive about the buying experience.
Coconut oil will feature in the ladies swimwear department, freshly mown grass will be in garden living and pomegranate in the luxury accessories area.
The store guides, customer receipts and entrances three, five and ten are all fragranced with the uplifting aroma of Lime and Basil.
There will also be an opportunity to sample each of the twelve different aromas that are around the store in the Harrods ‘Lifted’ exhibition – the world’s first exhibition to be displayed in elevators.
The logic for the introduction of aroma is a belief that the sense of smell is emotionally powerful, affecting humans up to 75% more than other senses such as sight and sound.
According to smell expert and Brand sense agency MD Simon Harrop, “This is because smell bypasses the rational part of the brain and goes straight to the limbic system, which is the part of the brain that controls behaviour and emotion.
“This means smell has an instantly good or bad effect on our emotional state – which ultimately affects our spending behaviour.”
ref – http://www.utalkmarketing.com
Singapore
Malaysia
South
Africa