Thisconcept is called “scentmarketing,”and it aims to attract consumers through their sense of smell.Shopkeepers use artificial aromasto create a mood, or even to reinforce the odor of the product theshop sells. These smells can be distributed by a simple spray system,but concealed shoebox-sized machines also exist to allow shops tovary scents.

Someresearch supports this marketing method. Martin Lindstrom, author ofthe book Brand Sense,explains that for 80% of men and 90% of women, smells bring backstrong, emotional memories. This is because olfactory memories arestored in the brain’s“limbicsystem,”which is also the neurological home of emotions. Thus if smells areassociated with a positive memory or emotion, they could encouragecustomers to buy a product, or at least linger in a shop.

However,not everyone follows to pick up the scent of success. Reactions tofragrances are highly individual, so what smells nice to one customercould provoke a negative feedback in another. Some shop managers alsoworry about polluting the atmosphere and even causing breathingproblems for customers with medical conditions. But with signs,colors, and music everywhere, certain shops will certainly continueto try this method—if only to be different.