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A Look Ahead
Ambient Scenting and Commercial Real Estate
Retailers, shopping centers, hotels and even hospitals are using scent to enhance
the user experience and improve their bottom line.
By Adrienne Schmitz
SCENT CAN BE part of the toolkit that helps to build a brand and
enhance how a customer or guest
experiences a place. The right scent
can instill calmness, evoke pleasant
memories or increase worker productivity. An appealing scent can help
customers form an emotional bond
with a place that they will remember
long after they’ve forgotten the draperies or artwork.
Recognizing that scent can be a
useful branding component, many
shopping malls, hotels, hospitals,
restaurants, theaters and casinos are
using ambient scenting to elevate
the user experience and improve the
bottom line. Even airports and subway
systems are finding that customer
feedback improves with scenting.
Scenting can be used to erase
negative odors, replacing them with
a more desirable fragrance. Rich-
ard Weening, chairman and CEO of
Milwaukee-based Prolitec, one of
several companies that provide scent-
ing services to real estate and other
clients, likens it to noise-canceling
headphones. That is, it cancels bad
smells and replaces them with a
pleasant scent. “A bad odor repels
customers and conveys a long-lasting
negative impression of the establish-
ment and the brand,” says Weening.
Odor remediation can be particularly
useful in grocery stores, restaurants,
restrooms and places where lots of
people gather or work, such as casinos and call centers.
How It Works
Typically, a very low concentration
of a pleasant scent is dispersed into
the air using a diffuser. The size and
power of the diffuser are determined
by the space being scented. The high-quality, hypoallergenic scent is carefully
selected to heighten the company’s