Customers in department stores and supermarkets are increasingly led around by the nose. Increase the urge to buy perfumes with unknown allergy risks.

“Where it smells good, I feel good. Where I am comfortable, I consider myself to be longer. And where I’m staying longer, I prefer to buy “(Prof. em. Peter Weinberg , Institute for Behavioral Research at the University of Saarbruecken).

Buy perfumes make hungry

Increase in sales at all costs. If information on quality and price of a product are exhausted, the urge to buy advertising strategists try to improve on emotions. These are “scents” spread around the lead potential customers by the nose. Relaxed people like to buy. A properly placed in contact with can smell the odor receptors convey signals directly in the brain that increase unconsciously impulsive buying decisions.

Bochum smell researcher at Hanns Hatt have found that odors act directly on the limbic system of the brain and affect emotions. Experimentally, the researchers had discovered that certain scents, even compared to the effects of psychotropic drugs such as Valium. Sun has a sedative effect and anxiolytic jasmine, mint, however stimulating and invigorating.

scent-marketing

Subliminal scents – Shopping for seduced

More subtly, the gaseous sale instruments’ Air designer “designed. Scientists at the Research Centre Customer Insight at the University of St. Gallen (Switzerland) have found that the individual buying mood is enhanced by the right scent for three to eight percent.

Field tests on over a thousand customers were that simple for product matching scent stimuli (such as lemon or orange) increases the buying mood, be it as a room scent or as perfume on print media. In this “paper version” of microencapsulated scents used one with which the advertisement was prepared for a shower gel. The samples hidden in olfactory scents are released by rubbing or tearing. The scent is perceived as pleasant, even strong textual information into the background and the actual sales of the product is cranked.

These findings confirm studies by Anja Stohr , which stated in 1998 that the purchase and willingness to communicate as well as the lengths of stays in lemon-scented “enriched” areas in volunteers by an average of 15%. Effectively brought this manipulation a sales increase of six per cent. In shopping malls and designer boutiques the purchase rate would be much higher.

With these study results, scent marketing companies go to catch customers with tradesmen. Even “air processing” in the provision of odor corrections is the question. According to promotional brochures are influenced by the right purchasing decisions fragrancing, promoted concentration, reduced anxiety, increased willingness to buy, solved the problem of smoking and Non smoking and sick days are reduced. So today are scent dispensers, sprayers, and columns more or less invisible in stores, offices, restaurants and waiting rooms. Travel agencies to promote coconuts dufte the holiday mood.

Corridors in the perfume department store – not everyone’s cup of tea

In addition to the subtle scent marketing is a forced ventilation is the nature of the “sledgehammer approach” as it is set up barriers in the form of perfume in department stores. Here the customers placed at the entrance to cosmetics departments must proceed according to well-being through deep breathing in air or persistent. This “scent” is between about inspiring and repulsive clearly perceptible.

Contra scent Marketing

Sensory and chemical allergies are resisting the forced ventilation. Although your sense of smell is especially sharpened, which are fragrances partly dosed so low that even from them can not be consciously perceived. They fear an additional burden to potentially sensitizing substances and harmful natural and synthetic origin. One can hardly resist. There is neither the most natural flavors for even the most fragrances mandatory labeling. Although the inhalation of (low dose) flavors as allergens is difficult to prove, should each be free to go in scented rooms with a sign!

If the scenting is seen for example in the vegetable or fruit department as harassment, a complaint must be taken when the market leader. Rolls or fruit flavor comes not from food in the store, there is a deceptive and misleading consumers. In that case recommend to consumer centers , to contact the relevant local veterinary and food control authorities. Even outside the food area, a value of false pretense is a criminal offense. For example, if a touch of leather fragrance in shoe shops with art imitates leather product and a quality product, there is unfair competition: quality materials and do not match and are punishable by law. Self-blame is on the other hand, who falls in scenting of game halls the smell of money in selfish ways.