Marketers and marketing companies are always searching for next new way to catch the attention of possible consumers and get them hooked on a brand. Branding strategies quickly become old and ineffective due to the quickly changing attitudes and curiosity of consumers. Consumers have so many different choices of where to shop because there is so much different merchandise available to them. Printed and audio branding strategies used to be an effective way to attract the attention of consumers but with the new internet shopping choice it has become harder for brick and mortar stores to keep their business attractive to consumers. Some of the newer branding strategies that have recently been utilized in stores are scent marketing systems that use brand fragrance to circulate throughout the store. Through a special machine scent is released throughout the day so the experience is more enjoyable to the senses.
The specific scent that is used in the store usually evokes a certain feeling that the customers remember so they will come back to the store. For example, instead of printing the store name and logo in an eye catching or memorable design on the bags to remind the customers that they have been to that business before the scent that is released in the store creates a pleasing experience that is remembered. The idea behind this type of branding is that the customer will continue to come back to purchase because they remember the pleasing sensory experience they enjoyed in the store.