Follow Your Nose

Few marketers set out to appeal to a consumer’s sense of smell.  But research shows that an aromatic approach to marketing can be extremely effective.  Flowers lead the pack in this regard.  For example, a study underwritten by Nike found that consumers will buy more shoes – and pay more for them – if a floral scent is present in the store.  Likewise, gamblers at the Las Vegas Hilton lingered longer over the slots when the room smelled like flowers.  In other news of the nose, Realtors have found that baking cookies or other goodies just before an open house makes the place seem homier to prospective buyers.  And another study showed that men find women more attractive when the room smells nice.  So here’s a question you seldom hear: how does your place of business smell?