I worked for Bath and Body Works for about a year and a half. The whole concept of Bath and Body Works is to sell things that smell good, whether it is body or room sprays, candles, lotion or soaps. In order to promote their various scents or to show how many ways you can incorporate scents in your life, Bath and Body Works uses smell to intrigue their customers.
Bath and Body Works often has a specific scent burning, something that is usually calming and not too intense, that can be smelled from outside the store and intensifies as you walk in. The scent communicates to potential customers that Bath and Body works is a warm, inviting and friendly place to shop. During the summer we would burn a coconut smell that reminded customers of the themes and memories of summer. For some customers walking in a smelling a “summery” scent often times convinces them to buy more products in order to switch up their various fragrances in their house to match the season.
If a customer was buying a gift for their mother for example, and they could not decide what fragrances to chose, we would ask them, “When you go up to your mother and hug her, what does she smells like?” This is an example of using a positive memory and asking people to connect it to a smell. After the customer expresses what their mother smells like we can connect that type of scent to something we have in the store. After this experience customers are more likely to buy the products we suggest for them because they now associate a fragrance with something positive and enjoyable.
Bath and Body Works often has a specific scent burning, something that is usually calming and not too intense, that can be smelled from outside the store and intensifies as you walk in. The scent communicates to potential customers that Bath and Body works is a warm, inviting and friendly place to shop. During the summer we would burn a coconut smell that reminded customers of the themes and memories of summer. For some customers walking in a smelling a “summery” scent often times convinces them to buy more products in order to switch up their various fragrances in their house to match the season.
If a customer was buying a gift for their mother for example, and they could not decide what fragrances to chose, we would ask them, “When you go up to your mother and hug her, what does she smells like?” This is an example of using a positive memory and asking people to connect it to a smell. After the customer expresses what their mother smells like we can connect that type of scent to something we have in the store. After this experience customers are more likely to buy the products we suggest for them because they now associate a fragrance with something positive and enjoyable.