I often speak to retailers and retailing groups about future trends. I recently came across this article entitled “Recruiting smell for the hard sell” which discusses how Samsung and other leading companies are actively exploring the idea of using scent to bolster sales. Specifically, they are trying to create smells that consumers will associate with positive emotions in the expectation that this will lead to increased sales.
At the present time, the “scent” industry is only about $80 million, but with companies such as Westin Hotels, De Beers and Verizon Wireless are all actively exploring the field I expect this niche to grow much larger.
Personally, I am not comfortable with the idea because I think it smacks of subliminal marketing; but for the Exponential Executive in the retail or hospitality arena who is looking for innovative ways to increase sales or establish customer loyalty (think spas and hotels), “scent” marketing might be worth exploring. (If you do, however, I’d encourage discussing the idea with lawyer first and perhaps consider putting up signage to the effect that “scent marketing” is being used in the store – lest your scent adversely affect someone with asthma or allergies.)
Longer term, executives in other fields might want to familiarize themselves with the technology because it is possible that scent technology will soon be incorporated into commercial products such as cell phones, iPods and even clothing.
Jack Uldrich is a writer, public speaker and host of jumpthecurve.net. He is the author of seven books, including Jump the Curve and The Next Big Thing is Really Small: How Nanotechnology Will Change the Future of Your Business. He is also a frequenter speaker on future trends, innovation, change management and executive leadership.
