Montreal marketing firm Senscity has been hired to redesign the musical and olfactory (smell) signature of Tommy Hilfiger’s newly renovated European-style stores across Canada.
The idea of customized music and smells to attract and keep shoppers in a store has been used in Europe for a number of years, but has just started to pick up in North America.
“International brands like H&M and Mango, who came here in the last 10 years, have brought their sensorial marking and strong branding with them,” said Patrick Brule, president of Senscity.
He moved to Montreal from France three years ago, where he worked for a similar company called Mood Media. He changed the company name to Senscity from Moodmedia Canada six months ago.
Other Senscity clients include Aldo Shoes, Fruits & Passion beauty boutiques and Sofitel Hotels.
To create a comfortable in-store experience, natural fibre odours will permeate Tommy Hilfiger’s 20 regular stores across Canada. The remaining 50 stores are outlet stores. Senscity will also create a new music program based on the company’s classic American roots.
Because emotion is such an important factor in consumer decisions today, retailers have to offer more than just a good product, said Brule. Otherwise, shoppers can find the same thing at another store down the street which offers hip music, a pleasant smell and a cooler environment.
According to a 2008 Leger Marketing survey, 64% of Canadians say they have a tendency to stay in a store where the music, scent and ambiance are pleasant. The survey also found that 59% of Canadians associate certain music or smells with a brand or store outside the sales context.
