Posts Tagged Marketing
Scent marketing industry skyrockets in crumbling retail economy
NEW YORK–(BUSINESS WIRE)–While historical declines in US retail sales were reported by the Commerce Department last week, investors in the scent marketing industry welcomed the news as record numbers of retailers increasingly turn to alternative methods of merchandising to boost sales.
According to Harald Vogt, Founder of the Scent Marketing Institute, industry executives are reporting a rush of new inquiries from major retailers from every corner of the retail spectrum. His view is that this activity is directly correlated to the sagging economy, and that retailers and mall operators are gearing up for a competitive holiday shopping season.
Companies already using scent to enhance sales include Bloomingdales, Nordstrom, Macy’s, Jimmy Choo, Lane Bryant, Hallmark, Guess? and Abercrombie & Fitch, while a wider variety of specialty retailers are adopting scent strategies. The hardest hit auto industry has also started using scent to attract customers. Some Lexus and Toyota dealerships are using the tactic, and General Motors has rolled out a signature scent for their dealerships, according to Citron Arbel, CEO of Air Aroma America.
“Strategic scents have been proven to increase the shopper’s dwelling time by as much as 40 percent in a retail environment,” affirms C. Russell Brumfield, author of Whiff! The Revolution of Scent Communication in the Information Age. The book reveals dozens of studies conducted on the effects of scent on the consumer. “The science shows that specific scents can increase sales from 20 to over 90 percent in some studies,” states Brumfield. “Since the economy started to tail-spin in recent months, we’ve heard from some very big companies wanting to adopt scent strategies”
Savvy investors have also jumped into the scent marketing game. The Whiff! book covers the biggest industry players. Richard Weening, co-founder and former chairman of Cumulus Media (the nation’s second largest radio station owner) now runs one of the biggest scent marketing companies called Prolitec. Alerion Partners has invested millions in Charlotte-based ScentAir, where digital-media venture capitalist Tom Conroy took the reigns as CEO in June.
Australia-based Air Aroma has distributors in 35 countries. DMX has added strategic scent marketing to its in-store music business, and UK-based $5-billion Rentokill rolled out its newly branded Ambius subsidiary in the US and Europe earlier this year. Private research firms predict that this fledgling market will soar into billions in revenues in the coming years.
Whiff! book author Brumfield sees a golden opportunity for skittish investors in this uncertain economy. Brumfield adds, “Along with real estate, when you see blood on the streets, buy stock in the next big marketing phenomenon—scent.”
Whiff! book author Russell Brumfield is frequently cited source in print and broadcast stories on the scent marketing industry, strategies, and case studies. For more information about the scent marketing industry and scent news, visit www.askthewhiffguys.com . The book Whiff! The Revolution of Scent Communication in the Information Age is available at www.amazon.com.
More info at Yahoo Finance
Add comment November 18, 2008
Baseball stadium uses scent branding
When I think of the scent of a baseball stadium, what immediately comes to mind are hotdogs (or bratwurst) and beer. Beer especially is the passive scent branding tool of all of Milwaukee, where I grew up. And some might say that oranges are the passive scent branding of Florida. Well, Tropicana Field baseball stadium has made a move in favor of the oranges. This month’s World Series is seeing the launch of their new “citrus burst” signature scent. Home to the Tampa Bay Rays, Tropicana Field is the first Major League Baseball stadium to use active scent branding.
Read more at Ask the Whiff Guys
Add comment October 24, 2008
Scent branding at church
“Church Marketing Sucks,” a web site/blog devoted to helping improve marketing for churches, has a poll going this week about scent branding.
“Does branding your church with a specific scent take branding a step too far?”
Hop on over there to take the poll.
Link: churchmarketingsucks.com
Add comment October 4, 2008
Car makers integrate scent
In an effort to please customers, European car makers Fiat, Peugeot, and Citroen have incorporated scenting technology into the ventilation systems of their vehicles. Scent plays no small part in the driving experience, as we know from the popularity of “new car scent” in auto air fresheners. Opel (a brand of GM Europe) is looking into creating an “aroma organ” that would distribute different aromas to different parts of the vehicle. On the flip side, Audi apparently has a team of “sniffers” that approve every part of a car before it enters production, in an attempt to minimize bad smells from chemicals that are a normal part of the production process.
Read more in the Earth Times.
Add comment October 2, 2008
Interview with Russell Brumfield
Marketing news has an interesting interview with Whiff Solutions’ Russell Brumfield in their latest issue. Check out their blog “Marketing Power” to read the second half.
Link: Marketing Power
Add comment September 27, 2008
Abercrombie & Fitch partners with Prolitec for in-store scenting
This just in from retail giant Abercrombie & Fitch.
Abercrombie & Fitch (NYSE: ANF) announced today that it has concluded an agreement with scent technology and media company Prolitec Inc. to provide scent ambiance services for its retail locations. An Abercrombie spokesperson said, “Prolitec is the technology leader in the use of scent in public spaces. We are pleased to partner with them as our provider of in-store scent.”
“Prolitec is proud to support Abercrombie & Fitch, given their commitment to a multi-sensory store experience,” said Prolitec Vice President Roger Bensinger.
Prolitec is a privately-held technology-enabled services company specializing in indoor air quality and scent as a medium of communications. Prolitec serves clients throughout the US and globally.
Abercrombie & Fitch operates over 1000 retail locations in the US and around the world with five brands: Abercrombie & Fitch, abercrombie, Hollister Co., RUEHL, and Gilly Hicks.
Add comment September 18, 2008
Gamblers spend more in scented casinos
New research about scent marketing seem to be popping up all over. Salon.com’s recent piece about scent marketing mentions some interesting studies I hadn’t heard about. In one study, a floral scent was dispersed in a specific area of a casino over the course of a weekend. Gamblers in that area of the casino spent 45% more money that weekend, when other areas of the casino saw the same spending as usual. Yes, 45% more money. Incredible. In another study, a lily-of-the-valley scent was correlated with shoppers having more positive attitudes about pajamas (and buying more). But the scent of sea mist didn’t have such an affect.
Find out more things you didn’t know at salon.com
Add comment September 17, 2008
