| Shops and hotels here are using unique scents to | | | | customers can be effective in building brand loyalty. |
| attract customers and build brand loyalty, LAURA | | | | According to the institute's website, "the smell of |
| TAN reports | | | | lavender tends to make us more relaxed and talcum |
| Malls, shops and hotels are developing quite a nose | | | | powder makes us feel safe", while "the smell of |
| for attracting customers. | | | | tailored floral and citrus makes us want to browse |
| Attractive wares and hot deals aside, more are using | | | | longer and spend more". |
| appealing scents to make a lasting impression. | | | | Indeed, the Singapore Marriott Hotel is taking a leaf |
| Walk into Ion Orchard, for example, and you might | | | | out of the scent book. A spokesman says it is |
| catch a subtle but sweet fragrance wafting through. | | | | developing a signature scent from green tea essence. |
| The glitzy mall is said to be the first in Singapore to | | | | "Green tea refreshes the environment and is ideal for |
| develop its own signature fragrance, which is diffused | | | | our lobby, where guests are returning after a long |
| via its air-conditioning units. | | | | day," she says. |
| The scent incorporates 20 individual notes from | | | | For a 2,000 sq ft store, Equal Strategy, a |
| natural herbs, fruit and flowers - including white tea, | | | | multi-sensory branding company here, charges |
| mandarin, ginger and peony - yet its smell is barely | | | | between $20 and $30 a day to lease specially |
| noticeable to most shoppers. | | | | developed fragrances and scent delivery equipment. |
| An Ion spokesman says: "The scent is designed to | | | | Other stores such as Shanghai Tang spray perfumes |
| reflect the mall's brand personality, that it offers a | | | | and home sprays from their own brands. |
| holistic, multi-sensory lifestyle and shopping | | | | Not only does this make the store smell nice, but it |
| experience." | | | | also boosts sales of the spray. |
| Together with ScentAir, an international provider of | | | | A spokesman for Shanghai Tang says it has been |
| scent marketing solutions, the mall took nearly a year | | | | scenting its Takashimaya Shopping Centre store here |
| to develop its signature fragrance. | | | | with its signature Ginger Flower home spray since it |
| At least four hotels and stores here, including | | | | opened in 2000. |
| Intercontinental Hotel and Shanghai Tang, now have | | | | A sales assistant notes that many customers ask |
| an in-house scent. | | | | about the fragrance and Ginger Flower is now one of |
| Bette Nah, section head of service skills at 1TE | | | | its bestsellers. An average of 2,000 bottles are sold a |
| College West, notes: "Businesses in Europe and the | | | | month. |
| United States have been using scents for more than | | | | The scent has made an impression on shoppers such |
| 10 years. Singapore is slowly starting to catch on." | | | | as assistant documentary producer Karishma Chanrai, |
| There is no evidence that having a scent strategy | | | | 23. She says: "Shanghai Tang always smells really nice. |
| boosts sales, but Nah says it is "all part of marketing". | | | | It's a noticeable scent but it's still quite light and fresh. |
| US-based Scent Marketing Institute, an independent | | | | "But some shops, such as those that sell soap and |
| resource for scent-related marketing, says that smell | | | | shower gels, have a strong aroma with different |
| prompts the strongest memory recall. | | | | scents mixing in a small space. |
| So the subtle use of scents that appeal to | | | | |