35. Tom Conroy, President of Yankee Candle Scent Systems
This episode is brought to you by the Global Workspace Association.
This episode features guest Tom Conroy, President of Yankee Candle Scent Systems. Yankee Candle Scent Systems is at the intersection of member experience and Internet of Things. Using fragrance to enhance an environment is not a new idea, but using it as a communications medium to reach consumers or guests with a concise brand message requires new technology to deliver. In the last 15 years, micro-controlling devices, dispersion devices, mobile platforms give us the tools to make sure it creates the right impression every time.
Scent branding is the most effective way to make an impact on consumers. Tom says we recall what we see 40% of the time after one month but what we sell 60% of the time. So in places where delivering experience is important, scent plays a big roll.
How do you develop a scent for a brand?
Start with:
What are you trying to achieve?
Who are you trying to reach?
What message are you trying to deliver?
Major retailers align scent with brand - i.e., Abercrombie and Fitch uses a scent called “Fierce” to match their in-store experience.
The Internet of Things for Yankee Candle is a relatively new concept - They’ve been working on this concept for over 15 years but only recently have the dependent technologies come into play so that you can include the communications and on-board intelligence so that it can real-time adapt to have a conversation with a controlling organization and make adjustments so that it’s always perfect.
The scent systems can run through a POS system or through the HVAC. The technology allows consistent delivery across a dynamic workplace.
How do you work with Scent Systems to get your own custom fragrance?
Work with a representative from Scent Systems.
Start with understanding the strategy and how fragrance will be a part of the overall experience
Aligning the fragrance with the brand and audience - across locations as necessary. The process can be as short as 3-4 weeks or longer depending on number and variations on locations
Then it’s a plug and play application that gets monitored remotely
Scent Systems establishes their own network to keep it secure
Resources from this episode:
@TheYankeeCandle Company (Facebook)
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