Fragrance Media - Point of Purchase

Once you have lured consumers to your home turf—the place where they buy your product or experience your service—you can implement your scent strategy through any number of mediums.

Aromas can be diffused from POP displays, end cap booths, standalone kiosks, aisle displays, digital and conventional signage, and the shelves (from a device placed next to the price sticker or straight out of a coupon dispenser).

Once customers select an item in that particular setting, they can bring it up to your register, present a signature-scented affinity card to receive your club discount, then use your signature-scented credit card to pay for their purchase—and maybe even pick up an equally fragranced gift card for a loved one back home. They could receive a scented receipt—or not. It depends on how emotional you believe they’ll become over the bill.

The relative importance of scenting your affinity cards, credit cards, gift cards, and gift certificates lies in the fact that consumers now carry brand messages with them wherever they go. These types of branded items are valued by the customer, carried on his person, or brought into his home. When strategically scented, an affinity card is no longer just a tool for transactions, but carries a subtle message reaching directly into the consumers’ brain. It creates a stronger emotional bond between the customer and all of the products that the brand offers.

A card like this is not just a branded piece of plastic planted deep inside someone’s purse, but a subtly scented marketing trigger that holds its nose to the grindstone, perpetually working to increase loyalty to your brand and possibly trigger an increase in your sales.