This blog aims to uncover the latest and greatest scent marketing concepts, or the not so great attempts that, well, stink. In addition to this, it gives you a blog spot to learn more about and to voice your thoughts on the topic of scenting marketing.
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Miele’s Inspirience Centre in Vianen, The Netherlands is the first its kind to integrate a range of media channels to create a multisensory environment for visitors.
“We wanted the visitor to have a 360-degree experience. Digital signage is not only about sound and vision, but is enhanced by adding other human sense triggers. Their recollection of their experience and of Miele will be individual to them and as long as the experience was meaningful, helpful, timely and relevant. I’m convinced that this will build brand loyalty and that over time, that recollection and loyalty will be evidenced through referrals and purchases,” said Luc Heijnen, Concept Design, Multisensory Experience at Troades.
Miele chose House of Media Experience and Troades, two leading cross-media and multisensory experience design agencies, to assist in the concept design, implementation and management of this center. Scala was chosen as the core operating platform to manage and control the digital network as well as sound, vision, light scenes and scent throughout the center.
Like the smell of fresh linen? If you said yes to that question when you signed up and you walked through the laundry zone, the system will know and it will dispense that aroma. If you’re allergic or you don’t like the smell, the system will replace it with something relevant that you do like.
New Balance to has created a total sensory experience with a retro ’50’s and ’60’s look and feel in its World’s first New Balance Experience Store in Beijing’s historic Qianmen Avenue.
Showcasing the company’s century-long heritage over two floors amidst framed archival photographs, vintage New Balance advertisements and brand paraphernalia dating as far back as 1910. The Chronological journey documenting the brand’s rich past, present and future.
The multi sensory experience includes audio, visual and olfactory experiences throughout the store including the unique smell of natural woody notes, with a touch of leather, reminiscent of a shoe store’s scent from the mid-20th century.
Scientific studies found the sense of smell is the only sense directly connected to the brain’ centre for memory and emotions. More than 80% of customer decisions are influenced by what we smell! Scientific olfactory studies conducted in the United States found that training shoes which had been lightly scented with a barely-perceptible fragrance sold more pairs and for a higher premium than unscented trainers.
Located in the heart of Singapore’s retail and commercial district on Orchard and Paterson Roads is ION Orchard. AIming to create a multisensory experience ION Orchard has invested in creating its very own signature scent.
The other day I was in a clothing store that was scenting in their changerooms. Despite the fact I didn’t like the particular sweet scent they were diffusing, I thought this was a great idea. I’m often hot and flustered trying on clothes – a pleasant, soothing scent can work wonders – and make the whole process more easy to tolerate. It made me think about places in my life that could be made so much nicer through the use of scent, turning an average into a more pleasant one.
Near the top of my list are banks! They should think about scenting their customer service areas to create a more relaxing mood while you wait in long lines! But possibly one of the most painful experiences on all of the senses, which I regularly subject myself to, is traveling in taxis. If the taxi itself doesn’t stink, it’s usually the driver – it’s a lose/lose situation. I’m not suggesting we need overly fragranced cabs, just odourless! Now that would certainly stand out in the market. Differentiation has never been so easy.
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