Rotorua shoppers led by the nose

Rotorua shoppers are letting their noses do the buying - without even realising it.

At least 35 shops, cafes, offices and luxury resorts in the city use artificial fragrances to create a welcoming atmosphere and in the case of shops, tempt people to buy.

It's becoming a common trend in New Zealand as a way of enticing customers increasing sales.

Ecomist, the company selling the fragrances, supplies to more than 1000 shops, cafes, offices and accommodation providers in Rotorua, Whakatane, Opotiki and Tauranga.

Bay of Plenty franchise owner Paul McGregor said popular fragrances in Rotorua included lavender, vanilla, strawberry, Glowing (floral smell) and Ronan (musky Asian smell).

Rotorua shoppers say smell does influence their decision to buy or at least linger longer in a shop.

Bill Cargill, who was visiting Rotorua from Kapiti Coast yesterday, said he paid $1200 for a cow hide after stopping at a cafe in Havelock North.

The cafe had about 30 cow hides hanging outside and the next minute Mr Cargill found himself buying one.

"It was just a nice atmosphere and I guess the smell contributed to that."

Of 14 stores and cafes contacted yesterday, only five said they used or would use artificial fragrances.

Many rely on natural smells, often those of the products they sell.

Fat Dog Cafe and Bar duty manager Rachael Eketone said the cafe had just started trialling artificial fragrances.

"We have had blueberry muffin, raspberry and marshmallow. We change them every week."

Ms Eketone said they were using the fragrances for the same reason people used air fresheners at home - "it smells nice".


Women's clothing store Finns Fashions plans to burn candles in the store over Christmas to give off a festive aroma but owner Lesley Finn said retailers had to be careful as some customers were allergic to fragrances.

Rotorua resident Keri Simon said she loved the smell of The Body Shop, even thought it made her sneeze.

"It's very sweet and musky. It reminds me of Wellington."

She also loves the smell of gift stores The Importer and Bella Veve.

"I was in Bella Veve the other day during my lunch break but I would have stayed longer."

Bella Veve uses various fragrances including oranges, chocolate, coffee and grapes. Retail assistant Philippa Sutcliffe said the fragrances were used to make the store smell nice and keep customers browsing longer.

Smell is an important factor for Rotorua surf clothing store Serious Fun owner Mike Lee to create the right atmosphere.

He is planning to spray the swimsuit section with a coconut fragrance to remind customers of summer, in the hope they will stay in the store longer.