Japanese scientists have developed a 'smelling screen' that allows you to see as well as smell the coffee or food displayed on it. It works by feeding odours from vaporising gel pellets into four air streams, one in each corner of the screen. The smell of Johnson’s baby lotion connects Jayanti Shroff, 43, to her daughter’s childhood instantly. “It has developed its signature years ago; the recall and association are instantaneous,” Shroff said. This signature baby products smell takes people back to their own childhood.
Software engineer Amulya Batra, 29, says, “The smell of coffee beans when I’m out on the roads or in a mall invites me to have a cup – I turn into a potential customer for the nearby coffee outlet.”
“In India, marketers are finding different ways to use smell. Coffee companies use the ‘beans’ aroma outside their outlets or in the mall, which instantly lets you know there’s a coffee shop nearby,” said Sandeep Kapoor, founder, RelioQuick, an integrated marketing communications agency.
“For a coffee chain like Tata Starbucks, the aroma of coffee lends our stores a strong and inviting appeal. A brand’s experience is not just about the medium but also about something less tangible and beyond the product offering,” said Sushant Dash, senior director, marketing and category, Tata Starbucks Limited.
