Australian Newsagency Blog

A blog on issues affecting Australia's newsagents, media and small business generally.

Sunday newsagency marketing tip: use smell to attract shoppers

Mark Fletcher
September 28th, 2014 · 3 Comments

scentUsing scents to engage shoppers in retail is not new, not even in newsagencies. I remember Darrell Lea supplied us with a diffuser in the late 1990s for spreading an aniseed scent through the shop to drive liquorice sales. It worked a treat – sales increased when we used it!

Today, many retailers use scents – from coffee shops to soap shops. Too often, newsagents do not use scents.

My marketing suggestion today is to deliberately source a range of products for their scents. Of course, they need to fit in your business, to be of interest to shoppers you attract and to attract shoppers who will like what else you sell. The scented products need to fit in your business.

You could consider diffusers, candles, soaps even perfume. Given the cards we sell there are plenty of scented gift ideas that could fit in a retail newsagency with a focus on the future.

Place scented products where they will have maximum impact – ideally, on the lease line if you are in a shopping mall so passers-by can be attracted by them.

For more on using scents in retail check here, here and here.


Category: marketing · marketing tip · newsagency marketing

3 responses so far ↓

  • 1 Carol // Sep 28, 2014 at 10:46 AM

    Have newsagents had success with the Smelly Loo stuff that you spray in your toilet? Can’t remember what it was called but I saw it at the gift fair.


  • 2 Jenny // Sep 28, 2014 at 1:43 PM

    We had a great package from Diamond Bay Imports for Mothers Day with scented sachets, had on the lease line and certainly got attention from shoppers passing by.


  • 3 Mark Fletcher // Sep 28, 2014 at 3:57 PM

    Carol – yes. Getting in early helped. It worked especially well as a Father’s Day gift.


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