Scent is powerful, but it was not always justifiably used in marketing. Only a select few companies obviously used it in any direct manner. If a company wasn’t selling soaps and shampoos, then scent was a minor contributing factor that has elevated to little more than making the shop smell pleasant.
The Abercrombie Effect
In capable hands, scent can be harnessed as a powerful area of marketing. It is exactly what Abercrombie & Fitch, the clothing company and once sporting goods mega-enterprise, has historically used scent in their casual fashion stores.
The use of scent isn’t groundbreaking, so many people may be asking, what is the big deal? The big deal, in the case of Abercrombie & Fitch, is the use of scent as a major leading strategy in the marketing. Every store smelled the same wonderful and captivating concoction of sweet lavender, orange, and lilac.
Some people may have a different combination of smells, but that is partly the point. It is sweet and universal. The fact that all stores have the same lovely scent has become very purposeful. The marketing is intentional, and it has become quite iconic for the casual shopping brand.
The scent is achieved through a scent machine. Scent machines are connected through HVAC systems so the scent is not firmly focused on one area. It is disbursed everywhere evenly. The 1,000 foot sense of smell column is the smallest option available at aromatech.
There is also a medium-sized scent machine that can accommodate about 4,000 square feet, and the largest is designed for a large store, warehouse, or supply store. These systems can be programmed to only function during business hours, and they are maintained through a warranty by the company. Levels of scent intensity can be adjusted manually or automatically.
The use of scent machines is called scenting, and it has transfixed many marketers who can now open up a whole new directive in their marketing arsenal. A great scent will boost sales. It will set a precedence of quality, as Abercrombie & Fitch so wonderfully implemented in all their stores across the country.