Store Environment


Creating a certain ambience in store is very important for retailers. Scent marketing can be a very affordable way of differentiating from the competition.


novel, Proust explores the idea of involuntary memories evoked by sense of taste and smell, and this is something that has since transformed into a marketing ploy to encourage customers to behave a certain way in response to smells wafted into the air through stores. “The economic downturn means retailers need to go that extra mile to create a welcoming environment that enhances the buying experience for customers,” explains Trisha Haughey, Managing Director of Ambius. “In retail, it’s about creating an experience that connects with the emotions and lifestyle of shoppers. Brands build an image through differentiation, and scent can help by offering a unique experience.” At a time when retailers need to be exploring every avenue to encourage customers into


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store, scent marketing may well be the way to go. “Scent has a high impact on the perception of a brand; initially 70% more so than sight or sound. This makes ambient scenting a very affordable tool for retailers of any size” explains Haughey. Although they may not realise it, customers these days are heading into shops only to experience a subtle attack on the senses to help encourage them to part with their money.


Contact


Tensator T: +44 (0) 1908 684600 www.tensator.com


Umbrella Design T: +44 (0)20 7833 4032 www.umbrelladesign.co.uk


PlayNetwork T: +44 (0) 1622 663345 www.playnetwork.com


Ambius T: +44 (0)800 085 8744 www.ambius.co.uk


www.a1retailmagazine.com


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