Posts Tagged People and Companies
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
Prolitec Names VP of Finance
Scent-technology leader adds Jesus Torres to management team
MILWAUKEE, WI — October 28, 2008 – Global scent-technology leader Prolitec Inc. announced today the appointment of Jesus Torres as Vice President of Finance. Torres was formerly Vice President of Financial Planning for Technicolor Theatrical Services in Burbank, CA. Prior to his work with TTS, Torres worked with Plumtree Software (now BEA Systems), where he held various financial positions from 2000 to 2007, including Finance Director.
“Jesus has solid and successful experience with high-growth technology companies like Prolitec,” said Richard Weening, CEO. “We feel quite fortunate to have him on our top management team.”
Torres earned a BA in Finance and Business from the University of Notre Dame, graduating cum laude in 1998. He and his family are relocating from Southern California to Milwaukee to start his employment November 3.
Prolitec is a technology company specializing in aerobiology, indoor air quality, odor remediation and the use of scent as a medium of communications in marketing. Prolitec provides products and services to several thousand clients throughout the US, UK, Europe and Australia. Prolitec’s technology is being deployed in retail, hospitality, entertainment and office environments. Established in 1996, Prolitec pioneered the use of scent to market products and enhance business interiors.
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Contact:
Roger Bensinger
rbensinger@prolitec.com
414-615-4630
Add comment November 1, 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
Will scent ever truly make it to the internet?
Did you know that back during the dot-com boom, an Oakland, CA-based company called DigiScents created a USB-connected scent synthesizer called the iSmell? Hooked up to a computer or gaming console, it was supposed to enable scented email, web pages, and games using essential oils and an internal fan. The buzz was so big that it was featured on the cover of Wired magazine. Sadly, lacking the venture capital to move beyond the prototype iSmell machine, DigiScents shut down after two years, and the iSmell was never to be.
Since the failure of DigiScents, Korean technology experts have predicted that internet-delivered scent will be commonplace by 2015. Tokyo, Japan-based NTT Communications has been forging ahead with its own attempts. In 2006 NTT release the USB-connected Aroma Geur device, which syncs scent with what’s playing on the radio, via internet-sent instructions from the radio station. More recently, NTT’s working with the internet-based ability to send scents from your phone, as well as a more sophisticated, internet-controlled fragrance dispenser, currently being used in conjunction with NTT’s scent-emitting signage.
Thanks to CNN for their interesting article about scent marketing and the quest to bring fragrance to the internet, which is what inspired this post.
Add comment August 29, 2008
NTT releases scent-emitting signage to the public
After over 9 months of testing, Japanese telecommunications company NTT has finally made their scent-emitting digital signage available for commercial use outside Japan. The signage is paired with a network-based fragrance communication system: scents emitted are programmed via the internet to correspond with the sound and video display on the sign. The scent-emitting system is available starting at US$1,400.
In trials last year, a cosmetics company said the scent-emitting signs attracted twice as much attention as the non-scented signs, and an ice cream shop increased its sales by 30% with a sign that emitted the scent of vanilla ice cream.
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Add comment August 29, 2008
Scent marketing winners announced
Winners of the 2008 SMItty awards were announced at SCENTworld earlier this month. Presented by the Scent Marketing Institute, the awards honor innovative people and companies in the scent marketing industry.
Honored this year:
Best New Proven Technology: Steven M. Landau of ScentSational Technologies, for development of unique aroma-enhanced packaging.
Best New Concept: Juan Miguel Antonanzas de Toledo of A de Aroma, for building a European network of “scent system operators” who can share resources that help grow the industry.
Most Unique Implementation: Clément Jeanjean of Presensia, for development of a scent-emitting digital flat screen for use in retail settings.
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Add comment July 23, 2008
Prolitec Air/Q partners with Serta Mattress to scent stores
Prolitec has been chosen as the exclusive provider of store scenting for Serta’s American mattress stores. Serta just unveiled a brand new store design concept, intending to appeal to all five senses to create a unique and memorable emotional response for customers. Prolitec’s in-room appliance, the Air/Q 510, will be their preferred appliance, and they’ll be using a fresh, airy, mild fragrance. The other senses will be incorporated as well, with new earth tones and warm lighting for sight, bottled water and snacks for taste, tranquil music for sound, and customers will be encouraged to “touch” the mattresses by lying on them and trying them out. Donna Zett, Chief Innovation Officer for Serta, is aiming to provide more than just a product, but a total lifestyle experience so customers want to come back to the store and tell others about their positive experiences.
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Add comment July 20, 2008
