Supermarket Chain NetCost Market has launched scent marketing in its Brooklyn and Staten Island stores, and plans to install scent machines in all of its stores.
NetCost uses specific food fragrances to stimulate sales in its different departments. The meat department has the scent of smoky bacon, while the produce area smells like grapefruit or strawberry. Managers have also tested other food scents like chocolate in the candy aisle and rosemary focaccia in the bakery and have been very happy with the results.
Sales have steadily been going up of products in the scented areas. A NetCost spokeswoman said that, "Because of the scents, I think fruit sales are up probably 7 to 8 percent." Other areas, like the bakery and candy sections were added later, and sales are climbing there too.
There is a great blog post by Pavone Food & Beverage that discusses NetCost Market's latest marketing tactic. Additionally, Pavone Food & Beverage provides an interesting follow-up post detailing the latest scent marketing tactic from by a Hong Kong based company, as well as the growing importance of scent marketing.
ReplyDeleteIf you're in for a great, quick read, here is the link: http://www.pavonefoodandbev.com/marketers-wake-up-and-smell-the-coffee/