There's a new attraction at Legoland this season. But unlike most theme-park installations, it's not meant to grab your attention. "It's all subconscious," says James Nicholson, food and beverage director, matter-of factly. "People don't even realise it's happening."
As we chat over a coffee in Papa Mole's café, a small machine in the corner intermittently emits an artfully fashioned scent that mimics that of sugary waffle cone. Its purpose: to encourage customers inside and induce an "appetising" experience. So, another coffee? Some ice-cream?
This is scent marketing. ScentAir UK has picked up 103 clients since launching last October - from the nightclub "Pink Bubblegum" and other vials from ScentAir's aroma library Boujis to Marriott hotels - and its "scent delivery system" has been installed at four catering sites in Legoland. At 18.5cm high, the units have inbuilt motion sensors and timers, and deliver a dry scent in tiny, ambient particles.
The park has just opened for the spring, but Nicholson is already pleased with the results, particularly at the Harbourside coffee shop. ScentAir pumps "Chocolate Chip Cookies" near the café door to boost sales revenue by appealing to children (who often dislike the more "adult" smell of coffee). That increases "dwell time". "The staff were dubious," Nicholson recalls, "but at the end of the first day they couldn't believe how much they'd sold." Staff boast of similar success at the café by the entrance, where the air is infused with "Cinnamon" to prompt those leaving the park to make a last impulse purchase.
There is no shortage of scents to deploy. Christopher Pratt, marketing director of ScentAir, is at the park today to show wired his core range. Apothecary-like, he produces a case of scents chosen from a library of more than 1,500, set in neat rows of tiny glass vials. He opens them to reveal "Earth" (moss, mud), "Beach Smells" (sun-tan lotion) or "Pink Bubblegum" (Hubba Bubba). They are uncannily convincing. Then he unscrews a vial labelled "Apple Pie". "This is for McDonald's," he says. "I believe it increased US apple pie sales around 30 per cent."
As for the future, ScentAir has firm ambitions. "Schools," says Pratt confidently, "are the only area we haven't hit hard yet."
Schools? "Yes, we could use 'Peppermint' to keep the students alert or 'Jasmine' for a more relaxed atmosphere."
This is just one element within Wired UK's special report on the new hidden persuaders. You can read the introduction to the special report here and a selection of the other articles here: - Data that define your retail options
How the TV watches you
When advertising gets in your face
Mining your mobile phone logs
Your unconscious mind has already voted
Now marketing gets sniffy
Neuromarketing is a go
Eye-tracking adverts
Your secret shopping personality
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This article was originally published by WIRED UK
