p26-27 Feature june12 9/6/09 18:24 Page 26
knowledge sales tools
ttglive.com
Sensory marketing
Sweet
smell of
success
As one of the most powerful of the five senses,
smell can be an extremely useful sales tool. With
First Choice stores set to have aroma technology
installed, Olivia Hemmings finds out what other
sensory tactics agents are using to drive bookings
I
f you have ever been transported “The sense of smell is the most evocative
back in time by a familiar smell to a [of the senses] for this.”
particular memory, or caught the While Thomson plumped for coconut to
smell of warm, freshly-baked bread suggest suncream and therefore sunshine,
in the supermarket and ended up buying a Glenwright says First Choice is playing with
trolley-full of loaves, you will know how ideas for a “sweeter” smell for its family
powerful the sense of smell can be. market, such as ice cream.
Tui Travel recognised its potential to sell
holidays some years ago, and has been suc- Closing a sale
cessfully recreating a tropical feel by releas- Glenwright admits it is difficult to prove the
ing coconut aromas into its Thomson stores product’s worth in hard stats and attribute
since 2002. any increase in sales to the effects of the aro-
It will now roll out the concept at up to 30 mas. However, he believes it would give an
First Choice branches by the end of the year agency the edge over rival stores and “help
– using a specially designed smell. to close the sale” if a shopper was offered the
“Customers are not as loyal as we would same product at the same price elsewhere.
like them to be and it’s becoming increas- “Selling a holiday is selling an experience.
ingly difficult to differentiate ourselves from When customers come into a scented shop
the competition,” says Doug Glenwright, they’ll say it’s like walking into a holiday.
marketing manager, customer experience, at “We find it helps customers relax more
Thomson. and encourages them to stay longer so it
“We need to create a memo- sales,” he explains.
rable service. We Gerry Palmer is a rep-
want our customers resentative for Scen-
to be able to recall tAir, which provides
their holiday scent machines for
memories and ex- the hotel and hos-
perience that holi- pitality industries
day feeling while worldwide,
they’re in the store. and recently
26 12.06.2009
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60