Seoul, the capital of Korea, is known as The City of Coffee, but with more than 200 Starbucks and local cafes, Dunkin’ Donuts has devised a new marketing strategy by increasing traffic with Flavor Radio.
Similar to psychological programming, Flavor Radio is a machine that automatically releases the scent of coffee each time the signature DD jingle is played. These scent sprayers are most commonly installed on buses and trains to attract commuters on their morning ride to work. By doing so, passengers are more inclined to make the trip to the chain coffee shop and sales increased by almost 30%. This creative marketing technique is similar to that of the North American sandwich chain, Subway, where another scent-spraying device is installed just outside of the store to allure passersby with luscious aromas of their freshly baked breads.
Aromatically Alluring Ads
The Dunkin’ Donuts Flavor Radio Wakes You During the Morning Commu
Trend Themes
1. Scent Marketing - Opportunity for businesses to use scent to enhance brand recognition and attract customers.
2. Psychological Programming - Exploring techniques that manipulate human behavior through sensory cues to drive sales and engagement.
3. Creative Marketing Techniques - Innovative strategies that capture consumer attention and increase brand visibility.
Industry Implications
1. Food and Beverage - Using scent marketing to enhance the dining experience and increase customer satisfaction.
2. Transportation - Implementing scent marketing to attract commuters and increase ridership.
3. Retail - Exploring creative marketing techniques, such as scent-spraying devices, to drive foot traffic and boost sales.