December 20th, 2011

Scent makers sweeten the smell of commerce

By Jane Sutton

The aroma of baking bread wafts through the supermarket, even when the ovens are empty. The breezy scent of coconut oil floats through the bathing suit aisle of the department store when summer is months away.

Welcome to the world of scent marketing. Retailers are increasingly using ambient scents to induce shoppers to stay longer, spend more and maybe even behave a little more kindly toward fellow shoppers.

Beyond just creating a pleasant environment, the nascent scent marketing industry uses fragrance to tap into memory and emotion to strengthen brand identity.

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