Scent Marketing

Do-it-yourselfers Beware

or

Secrets of the Marketing World We Should All Know About

Cartoon of the Week?

It seems that we, the global herd of mall-grazing consumers are being manipulated in the sneakiest way possible: via our olfactory sensations. This article in The Age newspaper explains how. Apparently, here in Australia this form of marketing is yet in its infancy but we're learning fast.

I wonder, does are some of us more susceptible to this form of marketing than the others?

The ideal consumer?

 Now, you might think you are savvy enough to know what's happening in this subtle manipulation of your senses but apparently not so. With fine enough tuning - as opposed to the flagrant fanning of pheromones depicted above - one can be wooed into a shopfront totally without realising why. From essence of fig floating around fashion clothing outlets to a judicious use of peppermint by the fitness industry to freshen things up, we are being led by our noses all over the place. Not so easy to replicate online of course but I'm sure there is research going on to allow Amazon et al to get on with the program. In the meantime my suggestion is to stay away from shopping malls!