a single source, nothing corroborates it

Design what the buyer touches and smells

Getting the product into someone's hands starts the feeling of owning it, which is an argument for a pop-up, a booth or packaging that invites handling. Scent works the same way and can be commissioned and owned rather than treated as decoration, provided you site yourself so no competing smell reaches the buyer first.

The method

1. 01

   Engineer a way for buyers to physically handle the product, because holding it starts the feeling of owning it.

2. 02

   Choose the smell for the memory you want triggered, and site yourself so no competing smell reaches the buyer first.

3. 03

   Commission a scent as an asset you own rather than treating fragrance as decoration.

What it returned

• 11

  Cinnabon deliberately takes units in shopping centres away from other food outlets so cinnamon is the only thing you can smell as you approach, and Katelyn Bourgoin cites research putting the lift from scent marketing on retail sales at up to 11 percent.

• Katelyn Bourgoin calls this haptic marketing and suggests a pop-up shop, a conference booth or packaging built to invite touch; she reads Apple letting shoppers play with everything on the shop floor as the same mechanism.

• Disney scents its Pirates of the Caribbean ride with wet wood and sea air and filed a patent covering its scent blending, and Bud Light worked with the fragrance company Homesick on a tailgate-scented air freshener.

Sources

• Perceived Ownership - Why We Buy 🧠Katelyn Bourgoin · customercamp.co · ​ Encourage Touching · undated
• Smell - Why We Buy 🧠Katelyn Bourgoin · customercamp.co · ​ Use Scents Strategically · undated