Press
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March 30,2008
Scent increases investment returns, panel says
Women’s Wear Daily reported on
the scent marketing panel at GlobalShop 2008, the branding
conference and trade show that took place in Chicago earlier
this month. The panel included Richard Weening, president
and CEO of ambient-scenting provider Prolitec, Russel Brumfield,
chairman and CEO of marketing company Whiff Solutions, and
Christine Belich of Sony, who is using a proprietary scent
in 41 of its Sony Style stores.
Weening discussed research of scent’s impact on retail
investment returns. One study he cited showed that customers
interviewed after visiting unscented stores overestimated
the length of their stays by at least 20 percent, whereas
those interviewed after visiting scent-enhanced stores consistently
underestimated their stays. Weening referred to this as scent’s
“time compression” impact. According to panelist
Brumfield, research shows that scent keeps customers in stores
up to 40% longer.
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