CHICAGO — Deploying scent in-store can enhance the shopping experience, extend the visit and boost sales, though few brands or retailers use it as a marketing tool today.
That soon will change as success stories become more widely known, said speakers on a scent marketing panel here at last week's GlobalShop, the branding conference. A promotional test staged in a department store setting increased sales of one product by 30 percent over a control store, and other research found shoppers will linger longer — up to 40 percent longer — in a scented store than an unscented one.
Hermès is launching a Laundromat pop-up shop in NYC - dubbed Hermèsmatic - where customers can bring their old scarves to be dip-dyed by an expert. Get all the details on WWD.com. #wwdnews (📷: @donstahl)