Smell the Roses

Bi-Lo LLC (Greenville, S.C.), a 440-store grocery chain, has announced plans to add artificial scents in the produce and floral departments of 75 stores.

The retailer, part of the Ahold USA (Chantilly, Va.) grocery empire, has signed an agreement with ScentAir Technologies (Santa Barbara, Calif.), which produces scent marketing technology.

“By adding scent to our produce and floral departments, we not only enhance the shopping experience, but also increase sales,” said Jim Smits, Bi-Lo’s senior vp, fresh products. “We saw a double-digit increase in the floral department by adding a great floral scent during an off-season promotion.” Smits said the apple pie scent in bakery prompted an unprecedented sell-out of apple pies in three hours.

“We believe that in addition to using seasonal scents to enhance the consumer experience, retailers use signature scents as a major in-store brand component,” said Scent Air ceo Forrest Fleming. “Scent builds brand equity, samples new products, increases both brand and category sales, as well as enhance the retail environment.”