NEW YORK, June 14, 2010 — There is something special in the air at this year's Shopper Insights in Action Conference. Leading the industry once again, the Institute for International Research (IIR) is collaborating with another industry leader, Nose Knows, who has created a custom brand aroma specifically for the show.
Widely used in Canada, Asia and Europe, scent marketing is making huge inroads into American retail, hospitality, and office environments. These custom aromas create a positive impact on mood and effectively influence consumers' buying decisions. The Shopper Insights in Action Conference is pleased to announce their participants will have all their senses engaged at the live event.
Nose Knows Consulting, a scent marketing/design boutique, is developing a proprietary custom scent for the Shopper Insights in Action Conference, taking place July 11-14, 2010 at the Marriott Magnificent Mile in Chicago, IL. Tracy Pepe is the creator of this "SENSORIAL EVENT." Tracy explains, "The scent goal will be to awaken the senses with a custom aromachology-based aroma. The aromatic creation will transform the conference space by sharpening the senses and creating a ready-to-learn environment."
Participants at the event will have the opportunity to move beyond the traditional "listen and learn" conference experience and utilize all their senses to learn, including touch, taste, smell, sight and hearing. With social media overload, scent marketing is quickly being recognized as a unique opportunity to engage and connect customers with your brand. Want to know what Shopper Insights smells like? Attend to find out.
Tracy Pepe, Founder and CEO of Nose Knows Consulting and author of So, What's all the Sniff about, will kick off the event during her keynote session on Monday, July 12th at 9 a.m. with an interactive session titled "The Consumer Impact of a Scent Trail."
Her session will begin with the unique sensory experience of scent – the audience will learn how a scent trail or "silage" impacts shopper's behavior. Tracy will discuss current research findings on how a scented retail space can cause people to stop and linger up to an extra 27 seconds, spend more money, and change their shopping behavior drastically. "We've found this economy to be an unexpected boost to our company as more and more companies are spending their marketing dollars wisely, and seeking new ways to connect to prospective consumers. For similar costs, we bridge the consumer's expectations with scent," said Pepe.
The 10th annual Shopper Insights in Action Conference is recognized as the industry's #1 shopper-focused event in the world – where Brands, Retailers and their Partners analyze the changing shopper mindset, translate insights into opportunities and explore emerging trends influencing the retail world. With over 50 educational sessions, 75+ speakers and over 400 already registered to attend, this is the most comprehensive agenda for translating insights into action.
For registration information, visit the conference website at http://www.ShopperInsightsEvent.com or call 888.670.8200; when registering mention priority code M2215PR2 to save $100 off standard registration.
Contact:
Hinde Liepmannsohn
Marketing Manager
Institute for International Research
708 Third Ave. 4th Fl.
New York, NY 10017
Direct Phone: 646-895-7307
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