|Scent Marketing: The Nose Knows
By: Kaitlin T. Gallucci
Scent is now "a part of doing business," explains ScentAir CEO Andrew Kindfuller. He's not alone — like colors and sounds, scent can impact consumers' shopping. As Ward Simmons of Hugo Boss describes, "It's like a 'hello.'"
Scenting stores has become popular among retailers; Simmons explains that scent is part of the customer experience. Steve Semoff, Co-President of the Scent Marketing Institute (it exists), says it can affect shoppers more that the usual sensory cues. "In retail spaces, you’re saturated with visual and audio to the point where you’ve learned to turn them off... Sight and hearing senses go to the left brain, but smell is hardwired to the right brain’s limbic system, which is your emotional core. It triggers an emotional response, and the customer builds an emotional connection with the brand." Buyology President Donna Sturgess points out that some brands successfully using scent have seen double-digit increases in brand preference.
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