Scents that sell

Modern marketing appeals to all the senses

It is not necessarily by accident if a shoe store smells extra strongly of leather, or if the plane seats smell like the ticket you received by mail.

In the future, when businesses brand themselves, they will to a greater extent use all of the senses and not just the sense of sight, predicts Professor Brian Moeran from the Department of Intercultural Communication and Management (ICM) at CBS.

He believes that the marketing and branding of businesses should appeal more to all of the consumers’ senses, for instance through music, soft carpets, or special scents.

Worried about accusations

Brian Moeran is an anthropologist and, in his research, he combines anthropology with business. He is especially occupied with scent marketing and realises that this kind of marketing is not yet widespread in Northern Europe.

- I think that many businesses are reluctant to use scent marketing because they are worried about accusations claiming that they are assailing consumers who are not aware that they are being exposed to marketing, he says.

Day of the Senses

Imagine.. Center for Creative Industries Research and Creative Encounters are hosting a seminar at CBS where the focus will be on the senses.

Read more about the seminar