{"id":748,"date":"2011-07-19T11:07:52","date_gmt":"2011-07-19T11:07:52","guid":{"rendered":"http:\/\/allsense.com.sg\/?p=287"},"modified":"2011-07-19T11:07:52","modified_gmt":"2011-07-19T11:07:52","slug":"n-y-grocery-turns-to-scent-marketing","status":"publish","type":"post","link":"https:\/\/allsense.tecnotia.com\/sg\/n-y-grocery-turns-to-scent-marketing\/","title":{"rendered":"N.Y. grocery turns to scent marketing"},"content":{"rendered":"
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July 18, 2011 11:19 AM<\/div>\n
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N.Y. grocery turns to scent marketing<\/h1>\n<\/div>\n

 <\/p>\n<\/div>\n<\/div>\n<\/div>\n

(CBS News)A supermarket chain thinks the fastest way to its customers’ pockets is
\nthrough their noses, so it’s filling up the aisles with intoxicating, artificial
\nfood aromas to entice customers to buy.A Net Cost supermarket in Brooklyn, N.Y., has specialized scent machines
\nmounted on its walls that fill the air with a never-ending scent of decadent
\nmilk chocolate or fresh-baked bread, among other scents.The Brooklyn supermarket has five of the machines, including a grapefruit
\nsmell in the produce section, chocolate in the candy aisle and rosemary focaccia
\nby the bakery.”Early Show” Contributor Taryn Winter Brill reported ScentAir<\/a>, the company responsible for these
\nmachines, offers 350 kinds of smells to choose from. The machines are part of a
\nmarketing campaign that targets a shopper’s sense of smell. But if you’d like to
\ncreate your own original scent, it will cost you $5,000.<\/p>\n

The store’s merchandise coordinator, Angelina Khristichenko, says she
\ninstalled the machines two months ago after hearing about them overseas.<\/p>\n

“I think because of these machines it makes customers hungrier,” she said.<\/p>\n

Brill explained the goal is simple – make customers hungry, and in turn,
\nthey’ll open up their wallets.<\/p>\n

Sales in the grocery’s produce department, Brill reported, have gone up at
\nleast seven percent. So with each machine costing $99 a month, this market says
\nit’s made a good investment.<\/p>\n

Khristichenko told CBS News, “So far so good, everyone’s enjoying it,
\neveryone loves it.”<\/p>\n

In the U.S., consumers spend an estimated $500 billion a year on food. With
\nsmell accounting for 75 percent of what we taste, Brill remarked there’s no
\ndenying a psychological effect.<\/p>\n

Melvin Oatis, clinical supervisor of the New York University Child Study Center<\/a>,
\nsaid, “The sense of smell is so primal, it goes into an odor part of the brain
\nbefore it can all register and it’s an unconscious wonderful thing that happens
\nto you. So that sense of smell actually translates later into, ‘Oh, I wasn’t
\neven hungry, but now I want popcorn.'”<\/p>\n

But it isn’t the smell of fresh popcorn that’s overwhelming shoppers in this
\nBrooklyn store – it’s smoked meat, among other scents.<\/p>\n

When one woman learned that the smell of smoked meat wasn’t real in the meat
\ndepartment, she wasn’t bothered by the artificial scent because she said she
\nliked the smell.<\/p>\n

“It’s working,” she said.<\/p>\n

On “The Early Show,” Brill added the Brooklyn supermarket says they also hand
\nout free food samples so customers can actually taste products. With the scent
\nmachines, the market says it’s a winning combination.<\/p>\n<\/div>\n

http:\/\/www.cbsnews.com\/stories\/2011\/07\/18\/earlyshow\/main20080320.shtml<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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