Tina Ruggiero | Nutrition Expert, Cookbook Author and Spokesperson
Feb 13, 2007 by Tina Ruggiero
Kate F. says
Feb 15, 2007 at 2:57 pm
Aroma and smell is indeed a powerful marketing tool:
While working at the uber-successful Abercrombie and Fitch, during my college years, we were instructed every morning to spray (but more like douse) the store with the musky scent of their new cologne for men. The idea was to concentrate the spraying at the front of the store, so that the scent would waft out of the store and in to the nose of a credit card-carrying college student.
Did this tactic work? I can’t say what the ROI was (we went through so many bottles of cologne), but I do remember countless shoppers commenting on the wonderful smell of an Abercrombie store.
On a different note, what about the legal issues with smell in public places? I believe the Milk Board in California recently was in a bit of trouble for piping smells out of bus stops… will this become a widespread issue?
Feb 22, 2007 at 10:14 am
Thanks for your input! And you are correct. There can be legal repercussions to pumping fragrance into the air. Done to a certain degree, it’s considered an “environmental polutant,” so companies should proceed with caution before taking this approach to marketing.