Ambience is one aspect of the retailer’s toolbox where bricks-and mortar stores have the advantage over online retailers. Aromas (scents) as a shopping lure for customers are a great example of this. [Be sure to watch the video at the bottom of this post.]

As Sarah Nasseuer reports for the Wall Street Journal (click here to read her article):

“While research doesn’t clearly point to pleasant smells boosting sales, stores are embracing scent marketing as a way to create ambience, alongside lighting and design. Many stores will diffuse fragrance through heating and air-conditioning vents.”

“Scent is most effective when subtle, says Edward Burke, spokesman for Scentair Technologies Inc., of Charlotte, N.C., one of the largest sellers of scent diffusers. Sweet smells like brown sugar and apple work well in diffusing systems, he says, while cooked-food aromas, like charred steak, don’t smell ‘authentic.’ Scent marketing is growing fast among retail and high-end apartment buildings, Mr. Burke says. Many hotels now use scent, especially subtle, tea-derived aromas. At senior living homes, cinnamon and other homey scents are popular, he says.”

Click the image for a WSJ video on this topic.