Dmitrenko V., Burlakova O.N., Pabat A.A.

Oles Honchar Dnipropetrovsk National University, Ukraine

THE ROLE OF SCENTMARKETING, ITS FUNCTIONS AND DEVELOPMENT IN UKRAINE

Scentmarketing – referral marketing, which is based on the use of different scents and fragrances with a view of stimulation of sales, promotion of goods in the market and a favorable influence on the buyer.

Marketing research shows that the presence of pleasant fragrances forces buyers to spend in the shops of 15-20% longer than usual, that, accordingly, a positive effect on the level of sales.

Scentmarketing makes sense to introduce, if you pursue one or more of the following tasks:

 – creation of a special atmosphere in the points of sale;

 – the delay of the customer in the field of sales for a long period of time;

 – increase customer loyalty and desire to visit the place again;

 – additional advertising at the expense of sensations aroma outside the rooms;

 – attraction of new customers through the promotion of pulse purchase their goods / services;

 – the stimulus to the adoption of the organizers of the desired solutions in the implementation of purchases;

 – improving the effectiveness of labour of the workers, to promote concentration of attention, removal of stress, help reduce employee turnover;

 – increase of competitiveness of the enterprise;

 – indirect advertising of the brand of flavored goods / services;

 – maintenance of seasonal and holiday advertising campaigns in order to attract maximum attention;

 – lured more clients at the point of sale ("train flavor");

 – stimulate IMPULSE purchases;

 – additional PR;

Scentmarketing is the means of enhancing the competitiveness of enterprises along with price, quality and popularity of the trade mark. The main task of scentmarketing to improve the mood of the buyer and put it to itself; to do so, that it was well. And it directly links this feeling with the company. This becomes an important competitive advantage of the latter.

Scentmarketing began to develop actively with the beginning of the 90s – with the advent of the first professional equipment is gaining popularity in America. Its peak in the West was 5 years ago. For many Western companies olfactive design of the trading hall – as a necessary element, as, for example, the design of the interior, and the matter of the need for it not to be talked about.

Scentmarketing appeared on our open spaces around 4 years ago. For the first time in Ukraine tried to work in the sphere of scentmarketing company "Aroma-Market", that attempt was successful.

The next few years the popularity of scentmarketing in Ukraine will go up and reaches its peak, probably, in 3-5 years. During this period, its application will be given only competitive advantage, as we are now using it until mass, new, exclusive and extremely interesting for the consumer. After 5 years the use of such technologies is likely to become the norm for reputable companies and it will be more appropriate to talk about that soon the non-application of scenrmarketing does not give benefits to your competitors on the market.