Store Scent
商店香味

What is the first thing you notice when you walk into a shop? The products displayed at the entrance? Or the soft background music?
当你走进一家商店时，最先注意到的是什么？入口处展示的产品？还是柔和的背景音乐？

But have you ever noticed the smell? Unless it is bad, the answer is likely to be no. But while a shop’s scent may not be outstanding compared with sights and sounds, it is certainly there. And it is providing to be an increasing powerful tool in encouraging people to purchase.
但是你有没有注意过气味？除非气味难闻，否则你可能不会注意。尽管和视觉声音相比，商店的香味可能并不明显，但它肯定存在，正在成为鼓励人们购买的一个日益强大的工具。

A brand store has become famous for its distinctive scent which floats through the fairly dark hall and out to the entrance, via scent machines. A smell may be attractive but it may not just be used for freshening air. One sports goods company once reported that when it first introduced scent into its stores, customers’ intension to purchase increased by 80 percent.
一家品牌店已经因其独特的香味而出名，香味通过香味机器飘过漆黑的大厅，飘到入口处。香味可以吸引人，而不只是用于清新空气。一家体育用品公司曾报告称，当它第一次将香味引入商店时，顾客的购买意愿增加了80%。

When it comes to the best shopping streets in Pairs, scent is just as important to a brand’s success as the quality of its window displays and goods on slaes. That is mainly because shopping is a very different experience to what it used to be.
说到巴黎最好的购物街，香味对品牌的成功与橱窗展示和商品的质量同样重要，主要是因为购物体验与过去已经截然不同。

Some years ago, the focus for brand name shopping was on a few people with sales assistants’ disproving attitude and don’t-touch-what-you-can’t-afford displays. Now the rise of electronic commerce (e-commerce) has opened up famous brands to a wider audience. But while e-shops can use sights and sounds, only bricks-and-mortar stores can offer a full experience from the minute customers step through the door to the moment they leave. Another brand store seeks to be much more than a shop, but rather a destination. And scent is just one way to achieve this.
很多年前，品牌店仅限于有限的人群，而且店员对普通顾客态度傲慢无礼，一幅买不起就不要碰的嘴脸。现在，电子商务的兴起已经为更广泛的受众打开了知名品牌的大门。但是，虽然电商可以使用视觉和声音，但只有实体店从顾客进门的那一刻到离开，提供全方位的体验。另外品牌店寻求的不仅是一家商店，还是一个目的地，而香味只是实现这一点的一种方式。

Now a famous store uses complex man-made smell to make sure that the soft scent of baby powder floats through the kid department, and coconut scent in the swimsuit section. A department store has even opened a new lab, inviting customers on a journey into the store’s windows to smell books, pots and drawers, in search of their perfect scent.
现在，一家著名的商店使用复杂的人造香味来确保儿童用品区飘散的是婴儿粉的柔和香味，而在泳衣区则是椰子香味。一家百货公司甚至开设了一个新的实验室，邀请顾客走进商店的橱窗，闻闻书籍、罐子和抽屉，寻找它们完美的香味。