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ttglive.com
sales tools knowledge
launched in the UK. He economies of scale with its
agrees smell is closely linked contracted company Dale
to memory and emotion – Air. Maintenance of the sys-
and ultimately behaviour. tems is straightforward and
“Aromas trigger memo- carried out by members of
ries, memories influence staff once a month.
emotions and emotions dic-
tate reactions,” he explains. Doing it yourself
According to Palmer, tal- Louise Tweed (pictured left),
cum powder makes you feel group retail manager for
safe, secure and nostalgic; Fred Olsen Travel, says its
peppermint and citrus Ipswich branch recently
smells make people feel more alert; while brought the Caribbean to the store by rub-
lavender, vanilla and camomile help you bing coconut oil into the backs of its chairs.
feel relaxed. “One of the managers was brain storming
about new things we could do to capture
Set-up and costs some interest, and they came up with this
The company offers several products but for idea,” says Tweed. “We do a lot of long-haul
agencies Palmer recommends the Scent- and we’re weddings and honeymoons
Wave system which has 1,600 scents to specialists so the Caribbean is a popular
choose from. It uses a dry-air technology and destination for us.
releases fragrance without sprays, aerosols “We had a lot of customers commenting
or heated oils and is non-allergenic. There on how lovely the shop smelled. I think it
are no installation costs and the full service was quite relaxing and put them in a holiday
including equipment, maintenance, support mood so they wanted to buy. We’d definitely
and scent cartridges costs £80 per month do it again; the oil only cost a few pounds
based on a 12-month contract. from the Body Shop!”
Glenwright agrees that aroma systems are
a low-cost initiative to launch. He calculates ■ daleair.com
that Thomson spends “less than £100 per ■ scentair.com
shop” and can benefit from further ■ thebodyshop.co.uk
Makes sense: Four other ways to boost sales
Don’t just stick to tactics that
breadsticks to evoke the Italian cuisine and
target customers’ sense of smell. help sell the destination, while at Brockmans
The four other senses can be Travel, area manager Amber Clare says they
effective too. . .
offer popcorn and Oreo cookies to promote
the US.
TOUCH
Sandy Murray (pictured) from SOUND
Sandy Travel has a one-foot-tall Gearing up for Independence Day on July 4,
stone Buddha in her agency Brockmans Travel will also be playing country
which is particularly appealing and western music to get clients into the
to customers travelling to the Far East. American mood.
“Lots of customers like to stroke its tummy
for luck. It helps to keep people in the shop SIGHT
when they have something to do or look at Going beyond the traditional use of brochures
which holds their attention,” she says. and brightly coloured wall posters of iconic
She also keeps a traditional Aussie outback holiday destinations, Louise Tweed and her
hat which she encourages customers, who are staff at Fred Olsen Travel have dressed up in
looking to travel to Australia, to try on. costumes to sell holidays in the past.
“It all helps to bring a holiday to life before “We were promoting trips to Disney so we
they have even arrived there,” she says. wore Minnie Mouse ears and decorated the
window in a Disney theme with Mickey Mouse
TASTE and Donald Duck toys. It worked! Someone
At Fred Olsen Travel, Louise Tweed, group with a child who had spotted the characters
retail manager, says they put out cheese and came in and booked,” she says.
12.06.2009 27
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