Smells Like Profit: Scents in Stores, on Products, Makes Shoppers Buy More

Sony wants to make women feel welcome. That's why the electronics giant sprays its stores with a scent made of vanilla, mandarin, bourbon and other secret ingredients. The scent wafts through the stores all day, diffused by electronic devices scattered in the store. Gino Biondi, the chief marketing officer for ScentAir, the company that developed the scent for Sony and makes the diffusers, says the smell of vanilla puts women, typically intimidated by electronics, at ease, while the...Full Story
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