By  on March 25, 2008

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.

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