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Retailers use holiday music and scents to spur sales

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Thursday, December 20, 2012

News & Observer: Retailers have learned that adding Christmas scents and music and even lowering the temperature can help along holiday sales.

Retailers have long played Christmas music, knowing it not only inspires holiday cheer but can affect how long and how often shoppers browse. But research within the past decade, including a new study by Washington State University researchers, has found that combining tunes with simple, store-appropriate smells could help retailers increase sales even more.

At ScentAir in Charlotte, which provides scents to businesses as a means of improving customer experience and marketing, demand for scent-related product increases at the holidays, said Ed Burke, the company’s marketing director.

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