Today we’re venturing beyond the Austrian border, to one of the most beautiful regions in the Alps: South Tyrol. Here, nature itself is a unique gem. And anyone here who also loves gardening will find the best support and everything they need at Gartenmarkt. From potting compost to rakes and tools, it has everything for green fingers. But its 26 branches offer much more: everything for animals, DIY and even farming and forestry, all under one roof. With such a varied range, it’s no wonder that AROMEA scent marketing gets to enhance this multifaceted shopping experience. We spoke to Arnold Ambach from the marketing team at Gartenmarkt.
You delight your customers every day in a total of 26 branches. What makes Gartenmarkt so special?
Ambach: We offer everything for house, yard, animals and garden in a compact space. We have a dense network of branches across the South Tyrol-Trentino region. On top of that, our staff have a high level of expertise, especially in agriculture, so they can give customers great advice.
Is gardening just a pastime, or what is it about working outdoors that people love so much?
Ambach: Gardening is relaxing, it’s fun and it’s in step with the trend towards sustainability. That makes this hobby more than a mere pastime: it’s a fulfilling, healthy and meaningful activity that is good for people and the environment.
AROMEA diffusers are also used in 5 of your branches. What led you to this decision?
Ambach: We wanted to give our customers a special shopping experience. All the senses should be engaged, which is why we wanted to try something completely new for once.
In which areas are customers and staff surrounded by the scent?
Ambach: Depending on the point of sale, we’ve placed the scent around the entrance area. That means guests are greeted with an inviting aroma as soon as they come in. Otherwise, the diffusers are mainly set up in the decor and household area. Because our points of sale are so compact, though, all departments benefit.
In your view, what added value does scent marketing offer?
Ambach: We want to offer our customers a pleasant environment. They should enjoy spending time in our shops, stay longer, of course, and be happy to come back. Naturally, we also hope it will have a corresponding effect on our sales.
So how are the fragrances going down?
Ambach: The fragrances are going down very well with customers and most of our team. It creates a pleasant environment. Of course, as with other initiatives, there are also some critics, especially among staff working right next to the diffusers. But they usually stop noticing the scent altogether after a few weeks. All in all, then, a great concept.
Thank you for talking to us!
Arnold Ambach on the goals of scent marketing
