Check it Out: A Nose for Retail
As the end of summer draws near, make sure to stop and enjoy the SMELL of your next — and hopefully not last — barbeque of the season.
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Joe Keenan
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Does scent marketing work? Like other marketing vehicles — social media comes to mind — measuring its return on investment is difficult, if not impossible. Short of asking a customer straight out, "Did the fresh linen smell of our T-shirt cause you to buy it?" I don't see how retailers can track scent's effect on selling products. There is, of course, the argument that it's all about building a positive brand experience for consumers, and that, in the long run, will equate to more sales.
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Joe Keenan
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Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.
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