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3/28/2014 Smells Like Profit: Scents in Stores, on Products, Makes Shoppers Buy More - ABC News
http://abcnews.go.com/Business/smells-profit-scents-stores-products-makes-shoppers-buy/story?id=11053555 1/4
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Smells Like Profit: Scents in Stores, onProducts, Makes Shoppers Buy MoreJuly 1, 2010
BY DALIA FAHMY
222Like 129 Share
Sony wants to make women feel welcome. That's why the electronics giant sprays its stores with ascent made of vanilla, mandarin, bourbon and other secret ingredients.
The scent wafts through the stores all day, diffused by electronic devices scattered in the store.
Gino Biondi, the chief marketing officer for ScentAir, the company that developed the scent forSony and makes the diffusers, says the smell of vanilla puts women, typically intimidated byelectronics, at ease, while the mandarin denotes class.
The bourbon is there for the guys.
"It basically enhances the environment for a first great impression," says Biondi, whose companyserves everyone from Express clothing to Mandalay Bay Resorts. Retailers, hotels, and even carmakers use scents, he says, to evoke certain moods that will make customers happier with thebrand.
"It's very subtle," he says. "When it's done best, it'snot overwhelming, just enough for someone tolook around and say, 'It really smells nice.'"Sony did not return a request for comment.
It's well known in marketing circles: Scents canhave a powerful effect on consumer behaviour.After sound, scent is the second most powerfulsense, experts say, and the only one of our fivethat bypasses the rational part of our brain to tapdirectly into our emotions. By spraying the rightmolecules into the air -- into their merchandise, or
even onto their letterhead -- companies can make customers feel relaxed, energized, safe, youngor sexy.
"Scent is amazingly influential in what we do andhow we do things in a purchasing moment," saysMartin Lindstrom, author of "Buyology: The Truthand Lies About Why We Buy."
Scents are not only very subliminal, triggeringemotions in ways you would never expect, butthey are also more memorable than other sensoryexperience.
Scents Influence Consumer Behaviour
In a recent study in the Journal of ConsumerResearch, scientists at the University of Michiganand Rutgers University found that scentssignificantly improved consumers' memory aboutproducts.
"When products are scented (versus not),consumers are more likely to rememberinformation about those products," the study's co-authors Aradhna Krishna, May Lwin and Maureen
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3/28/2014 Smells Like Profit: Scents in Stores, on Products, Makes Shoppers Buy More - ABC News
http://abcnews.go.com/Business/smells-profit-scents-stores-products-makes-shoppers-buy/story?id=11053555 2/4
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Morrin write. "This occurs even though theproduct scent is not reintroduced at the time of
recall, and even when memory is assessed as much as two weeks after product exposure."
Scents Complement Design, Lighting, Music
As a result, a growing number of companies are adding scents to their sensory repertoire, alongwith the lighting, music and design they use to evoke certain moods among shoppers.
Most often, retailers try to evoke relaxation andhappiness in their customers, in order to maketheir shopping experience more pleasant.Lindstrom says that relaxing aromas such aslavender actually slow down our heartbeat ratesand make our perceptions of time slow down,which encourages us to linger in the store longer,increasing our odds of spending money.
Marketing gurus have a stunning array of scentsat their disposal. Some examples, courtesy ofLindstrom:
Vanilla: Makes you feel childish, young, energetic. Vanilla provides comfort because it reminds ofbreastfeeding mothers.
Wood: Reflects earthy, solid, classic values. "Back to basics and back to nature," is how Lindstromdescribes it.
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3/28/2014 Smells Like Profit: Scents in Stores, on Products, Makes Shoppers Buy More - ABC News
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3/28/2014 Smells Like Profit: Scents in Stores, on Products, Makes Shoppers Buy More - ABC News
http://abcnews.go.com/Business/smells-profit-scents-stores-products-makes-shoppers-buy/story?id=11053555 4/4
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