Food stores

Sprint grocery stores find the scent of success

AUGUSTA, GA – Building an attractive brand identity is a crucial task for all convenience store chains, regardless of where they operate or how many stores they own.

The methods retailers use to do this vary, and Sprint Food Stores takes a less common approach to enhancing its brand identity: it appeals to the nose.

The Augusta-based chain has teamed up with Prolitec, a provider of room fragrance delivery systems, to launch a three-store pilot project starting in 2017. After receiving a uniformly positive response, Sprint rolled out the program across 30 from its central region of the Savannah River. convenience stores.

The key to the program’s success is how it affects clients’ emotions in ways that colorful signage or a two-for-one bargain cannot.

“Our sense of smell is the only one [one] of our five senses directly linked to the emotional side of our brain, making perfume a powerful way for companies to connect with their customers, ”explained a spokesperson for Prolitec.

Today, Sprint customers will smell Verbena de Provence scent upon entering a store. The fresh citrus scent has a bright, crisp and modern feel. Thematically, it is intended to support Sprint’s “Next Level Convenience” concept with a touch of surprise for those entering for the first time. The luminous citrus notes of the fragrance pair well with the Sprint brand colors, while the lively youthful glow of Verbena Provence matches the light and fun spirit of Sprint’s marketing.

Additionally, the rollout of the program across the chain strengthens its place in Sprint’s brand identity by ensuring continuity, ensuring that all customers have the same experience, no matter which store they visit.

Selecting a particular scent is the most important step in the process, before any in-store testing begins. Prolitec noted that another of its retail partners had switched to a diffuse coffee scent and reported a subsequent increase in in-store dwell time that resulted in a 5% increase in sales.

“Fresh, welcoming scents may be more appropriate for less foodservice-oriented brands,” said the spokesperson for Prolitec. “This concept is used by Sprint. Their signature fresh citrus scent greets shoppers right at the front door, encourages them to linger longer shopping, and reassures them that the space is clean and safe. “

The diffusers themselves create “scent experiences” that are hypoallergenic, leave no residue, and neutralize unpleasant odors. Contactless technology enables remote monitoring and service.

Since the inception of the Ambient Scent program, Sprint has received a number of positive customer reviews, and store managers unanimously agree that the program adds to a positive in-store experience for customers.

“Customers say it smells good when you walk in,” said store manager Michael Thomas.

Customer reviews highlight the store’s “fresh”, “spring” and “amazing” scent. Several store managers report that customers have even asked where they can buy the perfume for themselves.

In an age when convenience store retailers strive to differentiate themselves from the competition inside and outside the industry, adding a room scent program can be a particularly savvy way to stand out.

“The convenience store channel has challenges that are well met by the ambient scent,” said the spokesperson for Prolitec. “High traffic environments and a competitive industrial landscape mean that brands are looking for ways to maintain fresh and inviting atmospheres that differentiate their stores. “