Article Archive

AROMA MARKETING

Market research findings are fascinating!

They provide invaluable insights on a whole host of aspects about retailing. Take for instances the fact that consumers consider a key characteristic of appealing and sustaining fashion is the attribute of understatement. (Others are colour, movement, sound, texture and youth).

That perhaps explains in part why there are few things more fashionable in retailing merchandising today than “aroma marketing”. It’s subtle, understated presence can be, and when correctly applied is a significant influence in consumer buying behaviour. Given that market research has determined that up to 70% of purchase decisions are influenced by emotion, the concept of aroma marketing has been long overlooked and is only now being assigned its true worth and value to retailers per se.

Little wonder that retailers and shopping centre marketing managers are now endeavouring to establish a strong base for the two most nominated points of appeal for a shopping centre precinct and stores being “ambience” and “shopping experience”.

Deployment of aroma marketing transcends its long established and recognised use by hot bread shops, the appealing, attention-grabbing of hot cashew nuts, the percolating of coffee to sell more cheese and the temptation induced by the smell of aniseed to generate more sales of liquorice . The latter practice seems a contradiction of primary intent for chocolate retailers.

Retail banks around the world are now introducing, via their air-conditioning systems, the appeal and placating aroma of vanilla. It sooths tensions among those customers who have been required to wait in line for extended periods of time.

Bedding retailers are tapping into the typical female emotions with a subtle presence of lavender in both smell and colour.

Even rural merchandisers are capitalising. Long periods of drought and dry summer periods do adversely effect buying patterns in the regional areas. In Australia, the creative use of green to promote a “sowing event”, initiated on March 17 (after all, St Patrick’s Day is recognised by most Australians and the colour green is synonymous with Ireland), was complemented with the emotive aroma of “freshly cut grass”.

Collectively, these senses announced the pending arrival of the first of the autumn rains, and with it a change in the colour and vibrance of the landscape. The responses were outstanding and induced early orders – and thus improved significantly the cash flows of rural retailers.

Airlines too are now introducing aroma on long distance routes to establish the ambiences to influence sleep, awakening and hunger (if not, declaring the time for eating).

The use of percolating coffee and blazing open fires by real estates to complement the appeal of a listed property seems so passé.

And the scope to employ the aroma marketing concept is seemingly boundless. One supplier of “atmospheric senses” offers a range of 240 different options.

Significantly for shopping centre marketing managers, the scope exists to stimulate interest in an event or a marketing campaign long before the consumer visits the complex, by the creative use of aroma marketing.

Inkjet printing technology now enables catalogues and brochures to be impregnated with a nominated aroma. That appealing additional dimension elevates the specific advertising and merchandising literature above the typical plethora of direct mail which daily bombards consumers and letter boxes. It induces preferred reading status to the piece which features the unique element of aroma marketing.

However, be aware. The smell of newsprint can and often does overwhelm the more appealing aroma of inserts in newspapers. Therefore, be astute in the use of aroma marketing in advertising.

Flashing lights, intense lighting and movable displays do stimulate the senses. However, they can be distractions to the merchandising which is on offer. Aroma marketing techniques typically complement the rightful “star of the show”, the merchandise.

At all times the primary intent must be to sell more products and service, generating additional revenue and enhanced profits. Aroma marketing provides a positive setting to achieving those objectives.

Ah, the sweet smell of success!

Top of page