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Dec 7, 2007 6:00 pm US/Eastern
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3 On Your Side: Scent Buying
PHILADELPHIA (CBS 3) ―
How much are you budgeting for holiday gifts this year?
If some companies have their way, they'll get
you to spend more.
3 On Your Side's Jim
Donovan shows us how they're using everything from scents to music to win over
your business.
Most people love the sights, sounds and smells of the
holiday season. But there's more here
than meets the eye, or nose for that matter.
"It's a very clean subtle citrus scent," said
Forrest Neilson with Sony Style.
Walk into a Sony Style store and you will be struck by a
distinct aroma specifically designed for the company.
"We spent a great deal of time with ScentAir, which is
a company that helped to create a unique blend," Neilson said.
The goal, attract women who may be intimidated by larger
electronic stores.
"It was very pleasant and it sort of makes you want to
go further into the store to see what else is in the back," said one
female shopper.
The clothing store, St. Croix plays
classical music and jazz.
"They come in, they relax, take their time," said
Robert Pagliarulo, an assistant manager with St. Croix.
Studies show people who make unplanned purchases tend to
buy more when there's pleasant background music.
"If it's supposed to be subtle then it is, because I've
never noticed it," said another female shopper.
Another emotionally charged approach, turning over the
entire stock every few weeks. That's a
strategy used by clothing stores like H&M and Zara.
"This kind of merchandizing really forces a decision
from a consumer," said Kathleen Seiders, a marketing professor at Boston
College.
That means if you see something you like and don't act, it
may be gone when you return.
"If I knew that was going to be it, then I would
definitely buy it now," said a shopper.
But do these techniques make people feel like they are being
tricked or manipulated?
"It actually makes it more enjoyable," said one
shopper.
"I think personally, when I go in the stores and hear
that Christmas music, it makes me want to shop so maybe you can called that trickery,"
another shopper said.
Live scent marketing has become a $100 million business. Some companies are so confident of success,
they offer a money back guarantee if their concept doesn't pay for itself in
increased sales.
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