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Using Scents makes $ and Cent$ at Retail
Olfactory/Fragrance/Scent
The use of olfactory marketing at the point of sale creates an effect of surprise and is an important differentiation factor. Not only does it generate a better memory of the commercial message and the brand name with which it is associated but it intensifies the message and strengthens the positioning of products. Customers tend to browse longer and do more impulse buying when pleasurable scents are detected.
Fragrances are encapsulated in basic materials such as paper, card stock, adhesive labels, fabric, plastic and metal. Most fragrances can be used quite successfully in these materials with long lasting effects - some up to years. Handling breaks down the fragrance capsules not storing of finished products. In addition, many companies will customize fragrances to your specifications.
There are two basic ways to use fragrance: 1) diffusers and 2) incorporation into substrates.
Diffusers
Diffusers vary in size and shape. They are incorporated into a display or store fixture and are directly adaptable to your advertisement elements thanks to their maneuverability and their small size, which can be adjusted to the area of use. Their very low consumption of fluid prevents a frequent change of the fragrances and thus enables the installation in places difficult to access.
Many diffusers are also equipped with a programming system which enables the device to operate autonomously. The system has several features including the possibility to adapt the power of the fragrance to the area and a timer option to regulate the periods of diffusion.
Substrates
One option is to have the fragrance incorporated directly into the printing process. Any printer can accommodate a fragrance. Usually about 2 kg will cover 4000 A4 sheets. It will not affect the finished printed image. You can customize for a small part of the display or fixture or cover the entire surface area.
Some companies, such as Polyvel Inc., incorporate the power of fragrance into the production process of plastics. They specialize in additives to plastic and understand the chemical nature of fragrances to preserve their integrity and optimum performance in high temperature plastics processing environments. Whether the process is blown film, cast sheet, injection molding, blow molding, rotational molding, foam extrusion, heat seal materials, or spun bond non-woven fiber, they have developed scents that can easily be incorporated into a processing environment. Using three levels of concentrate (low, medium, high), fragrances can be used in varying intensities depending on display or fixture placement and size.
Sources and Further Information:
http://www.prolitec.com
http://www.aromaco.co.uk
http://www.polyvel.com/polyscent7.html
Abbey Press – “Just Heavenly” Glass Angel Figurine Display
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