To Shoppers Hearts, Through Their Noses
Many fashionable shoppers have their own signature scents — something that strengthens the bonds of memory while evoking certain emotions. They might have visited stores in your mall to help them find their scent. They know the power of appealing to all the senses. So does your mall appeal to all the senses too?
Vaughan Mills does, now. The Canadian shopping center just launched its signature scent, Fig Bling. The gentle, ambient scent of green floral and green fig will fill its halls and help create a cohesive, multi-sensory brand experience.
Research supports the idea that scents can change an experience, and a number of international retailers are already taking advantage. It’s a marketing idea that you can’t venture in to casually, though. Many people are sensitive to strong perfumes and scents, and the effects of certain scents rely on cultural background as much as any other marketing method. But if you do your research, a signature scent can pay off. Vaughan Mills may be the first shopping center in Canada to develop its own signature scent, but they won’t likely be the last.
If you’re interested in looking into this for your mall, Vaughan Mills used ScentWave technology, developed by ScentAir.
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http://www.noseknowsconsulting.com Tracy Pepe
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http://www.shoppingcenterweekly.com Nissa
