In Store Scenting Encourages Consumers To Linger Longer

04/05/2012

By Fiona Briggs

Ambius, a leader in scent marketing, is demonstrating its Microfresh ambient scenting system at this year’s In-Store Show – 27-28 June 2012, Olympia, London – and will be advising retailers on selecting the right fragrances for their brand, complementing their products and services.

Retail marketers know in an ever-crowded market place a customer’s engagement with their brand is crucial and scent is becoming an integral part of the brand experience, said Ambius. Creating a retail environment where shoppers want to be, helps physical retailers compete with their online competition, the company claims. Whether it’s the aroma of freshly baked bread, the smell of newly mown grass or a bespoke scent which helps to define the brand, retail marketers will learn how scenting has been proven to encourage customers to linger for longer. And the longer they linger, the more likely they are to spend, said Ambius.

“Scent marketing is an exciting tool for retailers keen to explore new ways to enhance the shopping environment and create a complete brand experience for the ever more discerning consumer,” said Trisha Haughey, managing director of Ambius.

“Scent has a high impact on the perception of a brand; initially 70% more so than sight or sound and scientific studies have shown how shoppers in scented environments tend to stay longer. This makes ambient scenting a very valuable tool in the retailer’s marketing mix. With a basic unit starting at just £195.00 including one scent bottle, Ambius Microfresh is affordable for even the smallest retailer, helping them add a flourish with fragrance.”

Unlike conventional commercial air fresheners, Ambius said its Microfresh product behaves like a vapour, remaining in the air for up to four hours. Because the diffusion of the scenting particles is controlled, the scenting of the space is 100% uniform, the company claims.

Ambius offers 29 different scents to retailers and works with perfumery professionals – noses – to develop bespoke scents for brands.

“We’re welcoming everyone at the In-Store Show to come along to the Ambius stand for a sniff,” said Haughey. “With over 29 different off-the-shelf scents or the opportunity to have a bespoke scent created, the choice for retailers is limitless.”

This article appeared in Retail Times Online.

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