What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
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The sweet smell of success
In the USA and several European countries, banks, clothing stores, food retailers, hotels and airports are installing scent-generating devices to make the customer experience more rewarding.
Welcome to the new world of olfactory marketing where scents or fragrances are the new medium of choice for seducing customers.
These natural match-ups include introducing the aroma of freshly-brewed coffee in restaurants, freshly baked bread in supermarkets, strawberry or mint in the fruit and vegetable aisles, a hint of luxurious leather in a new car or of suntan lotion in the swimsuit section of a department store. The result - repeat visits, increased sales (and profit) and a more stimulating environment.
In South Africa, MicroScents manufactures and distributes their own diffusion devices in SA, having just launched a comprehensive range of fragrances - coffee, chocolate, bakery, cut grass, banana, mint, lavender, vanilla, and so on.
