How to stand out on the UK high street this Christmas?
The UK high street is visual overload at the best of times but no more so than at Christmas with stores competing for attention. Christmas lights, fake snow, loud jingles and disco balls, have all been done a million times and in a crowded shopping space all merge into one big rendition of Slade cross Santa’s Grotto cross school disco, the reality of which is more Nightmare before Christmas for some shoppers, as the season gets into full swing alongside the last of the pumpkins.
A recent article in the Guardian alerted retailers to the importance of starting early this year, with more destructive weather and the gloom of further economic fallout set to hit the high street, the emphasise was on shoppers likelihood to spend as little time and in as few shops as possible this year. So how are you going to stand out against other retailers at Christmas?
MULTISENSORY marketing in the retail environment has been around for some time although many of us just do not realise it. Take for instance bakers, for years they have been pumping out the smell of freshly cooked bread and cakes, luring us through their doors. Some brands are almost visually non existent and rely totally on a single simple sound logo, Intel Inside spent $350m in a year promoting their 3 second jingle via PC companies adverts and it is now played every 5 minutes somewhere in the world.
Of the 5 senses the one that brings about the strongest emotional connection is that of the sense of smell. Smell is captured in the oldest part of the brain, the limbic system, which is responsible for triggering an emotional rather than rational response. It is widely acknowledge that the decision making process in brand adoption, engagement and loyalty is 70% emotional, so why is 83% of our marketing communications visual alone?
Stepping away from tradition this year and bringing your retail environment to life with engaging scent marketing campaigns will not only attract shoppers, but provide an enhances shopping experience, longer browsing times and engages with your customer on an emotional level for longer term loyalty.
The Aroma Company have been supporting Harrods scent marketing , Coconut in swimwear department, Fresh Laundry in bed linen, Pomegranate in woman’s luxury, Gingerbread for the kids this Christmas. Whilst more recently assisting British Luxury Retailer Burberry to roll out scent marketing initiatives across their global stores.
It was delighting the other day to enter a new Hollister store. This is a store that truly understands the ability of a multisensory brand to create USP. Against a backdrop of a busy, sterile shopping mall the entrance looks like a Californian surf shack adorned with palm trees and fairy lights. Engaging visual accomplished.
On approach to the store the funky sounds of a beach scene party are pumping out from…darkness? Intrigue accomplished.
Stepping into darkness, shoppers are greeted with a beautiful scent which turns out to be the essence of crisp water, sheer florals, and soft woody tones. The allure of the ocean and the California sun. Emotional connection accomplished.
Once inside the shop the sensory experience is overwhelming, darkness is accompanied by strategically placed spot lights focused on each display, a blend of leathers and touchy feely furniture, rugs and wall décor which are dull by comparison to the giant screens playing images and sound effects of crashing waves.
In 2010 The Aroma Company recognised the need for stores to have the capability to run their own scent marketing campaigns and adapt these for seasonal promotions. With most scent machine systems requiring complicated installation into air conditioning, extensive maintenance programs and large investments, scent marketing was often unattainable for many retailers.
SCENT MARKETING SOLUTIONS FOR STAND OUT SENSORY COMMUNICATIONS
The AromaCo Box™ by The Aroma Company is a discrete, simple to operate and flexible scent machine that won’t blow budgets. It is a plug in a switch on unit which can be positioned anywhere there is suitable power supply and can be set up on a timer or motion sensor for minimum daily maintenance. The fragrance refills can be created with any fragrance, last approximately one month and are easily interchangeable with changing seasonal promotions.
AromaSpritz™ by The Aroma Company is a bespoke ambient fragrance diffuser for manual application by store staff. The aromaspritz™ can be applied as generously or sparingly as required and be interchangeable between specific areas of the store.
To discuss how scent marketing can help create a multisensory brand proposition please contact via our website www.aromaco.co.uk
