5 minutes
A technical approach to adding scent to your CU's brand
When building a brand experience, we consider what our members and staff will see, hear and feel: Will the architecture, interior design and tactile comfort of the surroundings make our members feel welcome and at ease, open to engagement and likely to return? Rarely do we discuss adding a designed fragrance to the member experience.
Why is scent powerful? “Smell was our first sense. It is even possible that being able to smell was the stimulus that took a primitive fish and turned a small lump of olfactory tissue on its nerve cord into a brain. We think because we smelled,” says scientist Lyall Watson in his book Jacobson’s Organ and the Remarkable Nature of Smell. Researchers from Rockefeller University tested people’s sense of smell by using different mixtures of odor molecules. The results, published in the Journal Science, showed that the nose can smell at least a trillion distinct scents.
When designing a new prototype branch, credit unions often shy away from fragrance because the issue of scent seems so personal, complex and perhaps dangerous. Smell is visceral and adding a scent to a credit union’s environment could trigger a negative reaction. Specific smells can generate strong memories, built over a lifetime of experiences. They can be odd—such as my strong positive reaction when smelling creosote and seaweed, because it reminds me of spending summers on the beach on Puget Sound—or more generic, such as the smell of fresh bread, blackberries in August and evergreens during Christmas.
Retailers have used fragrances to enhance their retail store experience for many years, and consumers can enjoy a natural aroma such as coffee at Starbucks, bread at a bakery or flowers at the florist’s. But are these appropriate fragrances for a credit union branch or headquarters? What should your brand smell like?
To get the answer, I interviewed Richard Weening, president/CEO of Prolitec. Prolitec was started in 1996 to reinvent the way scents were used to enhance commercial spaces and the customer experience. Today, Prolitec is a world leader in delivering commercial ambient scents to retail, hospitality, health and wellness, transportation and real estate spaces. The company has scented Citibank, Bank Audi, Nebbank, Millennium Bank, Prival Bank, Raiffeisen Bank and $1.75 billion Educators Credit Union, Mount Pleasant, Wis.
According to Weening, “Just like lighting and sound, scent is a medium of communication that creates a sense of place, builds brand associations, and promotes products and services.
“A scented space is inviting, as it attracts customers and encourages them to stay longer; it evokes pleasurable memories and reduces stress and can create positive associations with an event or experience,” he continues.
So, if a credit union wants to create a unique scent to help project its brand, what is the process? “Many factors are considered, including the interior design, desired brand attributes as well as the desired environment and experience. For example: Would the CU like the member to feel relaxed or energized?” shares Weening. He adds, “We have a large library of fragrances available to select from and we can also custom design scents for our clients.”
Over the past 10 years, I have seen an increased sensitivity to employees who are allergic to fragrances. Many organizations have added HR policies that state staff cannot wear perfume or cologne or create strong smells in the workplace. How does Prolitec handle this issue?
“Prolitec’s AirQ technology is hypoallergenic, because the scent materials in the air are regarded as ‘trace’ quantities and at no time peak above 10 parts per million and average less than 1 part per million. These are well below an airborne concentration threshold that might trigger a physiological allergic response,” explains Weening.
Educators CU has installed Prolitec’s fragrance distribution system in all of its branches to ensure a consistent member and staff experience. The CU considers the added fragrance another touchpoint to reach members and create a positive and memorable experience. Sarah Jamison, who works in marketing at Educators CU, notes “Initially there was some hesitation, as with anything new. However, we are hearing all positive things now.”
Selecting the right fragrance seems like a daunting task. “We sat down with a representative [from Prolitec] and went over the scents. After narrowing it down, we had staff help with the selection,” Jamison recalls. “Our team describes the scent as clean and fresh citrus.”
During my 40 years in the industry, I have worked on adding fragrances to the brand experience. You may have experienced Cookie Thursdays or Popcorn Fridays; the former presents a wonderful smell, while the latter can be a lingering offense. Instead, I have often recommend a simple method of adding a visual and olfactory gift in branch lobbies: Place a small podium that can be used to promote products and services, express community involvement, support small business member presentation and also include seasonal flowers or fruit in a bowl to deliver a natural sent. The issue with this solution is ensuring the feature is well thought out and constantly maintained.
Prolitec’s creative and technical approach to delivering a scent is designed to promote an organization’s brand and enhance the physical environment in a way that ensures consistency over time. If you are going to spend millions creating and delivering a powerful and unique member and staff experience, why not engage all the senses?
Paul Seibert, CMC, is an independent consultant under Paul Seibert Consulting, Seattle.
