The fresh scent of biscuits from Grandma’s kitchen. The smell of cinnamon drifting through the flat. A hint of anise and sandalwood … and you know for certain: Christmas is just around the corner. But over the years, many of us lose that childlike anticipation. Then there’s the stress of getting everything done in time, of juggling work, shopping and time for the family. So the two big furniture retailers kika and Leiner have come up with an idea: to help you switch off from the stress of everyday life and give the child in you back that old Christmas feeling, all 42 branches are running the same scent marketing concept with AROMEA! The fragrance in question, “Christmas Delight”, is pure Christmas. Hypoallergenic, of course, as well as sustainable and absolutely residue-free. Unpleasant smells are also optimally neutralised by the Malodor Control Technology contained in the Christmas fragrance. Nicole Krajewski of the kika and Leiner visual merchandising team tells us more…
Question: You’ve got something very special for the nose here: all the Christmas markets in the 42 kika and Leiner branches are being scented right now… How did you come up with the idea, and what’s behind it?
Krajewski: We’re always looking for new things that give our customers a very special shopping experience. And in the often hectic Christmas season in particular, something that does you good and helps you relax! And some time ago we came across scent marketing as a new sensory experience. The right atmosphere, and smells play a very important part here, also helps to keep customers in our shops for longer. We wanted to try that out, and when and where would be better than in the run-up to Christmas at our Christmas markets? We looked into the subject of scent very thoroughly and eventually ended up with AROMEA as a scent marketing specialist. With the company’s great service packages, they’re an ideal partner for us. You simply can’t go wrong, at least not where the nose is concerned!
Question: For this Christmas project, a special fragrance was selected by our highly qualified perfumers. Hypoallergenic, of course, as well as sustainable and absolutely residue-free. What makes this fragrance so special for you? What does it smell of to you?
Krajewski: What we like most about “Christmas Delight”, and we were just talking about this in the office again, is that it doesn’t smell so typically and excessively of Christmas. So neither a vanilla overdose nor a cinnamon attack. Christmas Delight smells pleasantly and gently of orange, cinnamon, anise and a hint of sandalwood. Quite simply the right fragrance to get you in the mood for the most contemplative time of year, without any Christmas overkill.
Question: The run-up to Christmas in particular often brings a lot of stress for everyone. Especially on the sales floor! What effect does the fragrance oil “Christmas Delight” have on customers there? And what’s the effect on sales staff?
Krajewski: Well, so far the fragrance has gone down really well with absolutely everyone! Customers are thrilled and keep asking where they can buy it. Naturally, we’re delighted with this feedback! The sales staff are full of praise too: what’s very positive is that this fragrance smells of Christmas in a rather subtle way. So you can enjoy it for a long time and aren’t already sick of it after one working day. Perfect!
Question: The plan is for the Christmas sales floors to be scented in November and December. But the kika branch in Eugendorf has been smelling subtly of Christmas since October. What feedback have you had?
Krajewski: Shortly after the Eugendorf branch opened, we began scenting the sales floors too. In Eugendorf, as well as the sales floors, we also scent the entrance area. Just the other day we got a call from our staff there, who told us customers are thrilled because it smells so wonderfully of Christmas. In any case, this feedback confirms to us that working with AROMEA scent marketing was a good decision.
Question: Christmas means something different to everyone. What makes it special for you, and what gives you that childlike anticipation? And how might scent marketing help with that?
Krajewski: I’m the proud mum of a son, and with children, Christmas is always a special time anyway. Sadly, he’s now slowly starting to have doubts about whether the Christkind, the Christ Child who brings the presents here in Austria, really exists. So this year I’m hoping to enjoy Christmas through a child’s shining eyes one more time! So my son gives me that anticipation … but so do my mum and my sister. We’ve been baking biscuits together since I was a child, and that smell instantly takes me back decades. So if a scent like that can be spread in a targeted way with the right marketing, then all the magic of those days is back! A big thank-you for that!
Thank you for this warm-hearted conversation!
Nicole Krajewski on scent marketing
