There is a revolution in the retail world that cannot fail to attract shoppers' noses. In the latest marketing ploy, smells are created in laboratories to be wafted around stores in order to entice the unsuspecting into spending more money. Secret trials of the 'designer' smells are going on in more than a hundred stores across Britain, including bookshops, petrol stations and a chain of clothes shops. The tailor-made aromas include coconut oil in travel agents (to evoke exotic holidays), and leather in car showrooms (to suggest lasting quality). Companies specialising in this area, believes that odours are under-used as a marketing tool.
Until now the most frequent effect has been in supermarkets where the smell from in-store bakeries has been blown among the ais
les to boost sales for fresh food. These companies can built on customer loyalty by making customers associate a particular smell with a particular store. It is not instructive. If it were it would defeat the object.
The smells are designed to work on three levels: to relax shoppers by using natural smells such as peppermint; to bring back memories using odours such as a whiff of sea breeze; and to encourage customer loyalty by using a corporate perfume ‘logo’ to fix a company’s image. Moreover, some say that smells can affect people’s moods. It is a very exciting time. Smells have enormous potential to influence behaviour. Critics say retailers are resorting to subliminal advertising. Not telling customers that this is happening is an unjustified invasion of their privacy. People have the right to know, as some civil liberties consider
Moreover, customers spend much more money than before on aromatic products, such as candles or stings which they burn and emanate a pleasant smell in the room. There can be aromatic candles or ones which are burnt in order to hot aromatic oils, of flowers or fruit. They offer a nice scent inside our houses, and are easy to use and not too expensive.
To conclude with, even if market and mass-media advertise so many products that people are so tempted to buy, we should agree that some of these make our lives more beautiful and pleasant.
The Sweet Smell of Success written by Cristina Nuta for FamousWhy.com
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