Have you given any thought to how influential a brand’s scent can be to a shopper’s decision-making at point of purchase instore? After all, we live in a vibrantly sensory world and cannot deny the effective power of our senses. However, smell’s crucial role in driving a multi-sensory strategy to your shoppers cannot go unnoticed. This supremacy of the smell sense is attributed to these facts:

	75% of our emotions are based on what we smell rather than what we hear or see.
	Smell sense is the most powerful of all our senses.
	Smell is also the most persuasive of our senses.
	Smell is the most provocative of our senses - more so in driving memory recall.

Consequently, the need to use your brand’s scent in driving a sensory strategy instore - is no longer a matter of choice – it is mandatory. Maintaining perception about an FMCG brand’s offering and ensuring loyalty to purchase now means driving a smell sensory strategy of your brand with the shoppers.

Primedia Instore’s Squeeze ‘n’ Sniff media service affords you the solution to help you to drive the scent of your brand instore. This innovative world-class offering allows shoppers to interact with your brand’s scent right on shelf - where it matters most – at point of purchase.

Simply put the Squeeze ‘n’ Sniff media is a Shopper Stopper with a double-ended Squeeze ‘n’ Sniff unit attached to it. Positioned at 90 degrees to the shelf it is visible to shopper traffic coming from either end of the aisle. The scent of your brand on shelf lasts up to 8 weeks instore – enabling you to educate as well as influence at least 21 million shoppers’ purchases.

Recent research confirmed these key facts about the Squeeze ‘n’ Sniff media:

	Ideal solution for driving a scent’s sensory strategy since 80%* of shoppers find this media perfectly suited to the purpose of releasing smell instore.
	Ease of use since 85%* of shoppers know exactly what it is for as well as how to use it.
	Interrupts shopping habits since shoppers are encouraged to handle the brand on promotion post squeezing the Squeeze ‘n’ Sniff media of promoted brand.
	Closes the sale since great sales have resulted post shoppers interacting with the Squeeze ‘n’ Sniff unit of promoted brand.
	Brand switching is encouraged since 50%* of shoppers who activated the unit of the promoted brand had previously picked up a competitor brand as well. Post activating the unit, 45%* of them went on to place promoted brand in their trolleys.

Therefore, we know the power of smell - its incredible influence in driving sales and encouraging brand switching. In turn, we know that Primedia Instore’s Squeeze ‘n’ Sniff latest innovation – is the needed solution to complement a sensory strategy of your brand’s scent instore.

With 70% of decision making made at point of purchase instore – the fact is shoppers will need to be influenced via a scent’s sensory strategy in order to be aware of your brand’s scent and in turn convert that awareness into a purchase decision.

So, are shoppers aware of your brand’s scent instore?

PRIMEDIA INSTORE

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