Women’s Wear Daily reported on the scent marketing panel at GlobalShop 2008, the branding conference and trade show that took place in Chicago earlier this month. The panel included Russel Brumfield, chairman and CEO of marketing company Whiff Solutions, Christine Belich of Sony, who is using a proprietary scent in 41 of its Sony Style stores, and Richard Weening, president and CEO of ambient scenting provider Prolitec.
Weening discussed research of scent’s impact on retail investment returns. One study he cited showed that customers interviewed after visiting unscented stores overestimated the length of their stays by at least 20 percent, whereas those interviewed after visiting scent-enhanced stores consistently underestimated their stays. Fascinating! Weening referred to this as scent’s “time compression” impact. According to panelist Brumfield, research shows that scent keeps customers in stores up to 40% longer.
My favorite quote from the panel comes from Brumfield, who makes the point that all environments have a smell, it’s a matter of whether you control it or not. Touché, Mr. Brumfield. Who could argue with that?
Read more at Women’s Wear Daily
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