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NCR CORP - The Smell Sell: Self-service

Give Consumers a Scent-Sational - Interactive Experience.

Story Filed: Monday, November 01, 1999 12:29 PM EST

New York, New York, Nov. 01, 1999 (Market News Publishing via COMTEX) -- Smell it and sell it. Imagine using the aroma of ripe peaches to promote a special offer in the bakery or produce department, or the scent of freshly-cut green grass to sell a lawn mower. Now retailers and manufacturers can bring emotion to their offers through the added dimension of scent, in addition to sight and sound, to create a total buying experience for the consumer.

NCR Corporation, the world leader in self-service, and Aerome, are bringing to market an NCR Web Kiosk Solution with specialized scent technology. Aerome is the world's first company to create a reliable storage module for aromas as a communications medium. This innovative Web-based kiosk solution was unveiled in Toronto at Grocery Showcase Canada '99. Among the scents being demonstrated on the NCR Web Kiosk are perfume, orange juice, ice cream and pop.

In the past, kiosks have worked well at presenting what a product looks and sounds like. Now savvy marketers can demonstrate what products smell like too. The sense of smell is a primal one for humans that hasn't been fully tapped for merchandising and marketing - until now.

"Consumers today are inundated with an ever-expanding list of new products and services. This makes it much more difficult to differentiate one product from another. As a result, images and emotions are becoming significant criteria in how consumers make their purchase decisions," says Brian Sullivan, NCR Canada's Vice-president, Retail Solutions Group.

"The NCR Web Kiosk with Aerome scent technology allows consumers to perceive products through a unique emotional dimension. For retailers, scent brings a new facet to the self-service information channel. The NCR Web Kiosk is compact, flexible and reliable which allows retailers to offer compelling product promotions without sacrificing valuable floor space," says Sullivan.

In what is the first installation of the NCR Web Kiosk with Aerome scent technology, ULTA, a specialty retail company based in Illinois, has introduced the scent-based kiosk in its new, up-scale store in Las Colinas, Texas. ULTA customers can use the NCR Web Kiosk to test six different fragrances. They can also obtain an overview of ULTA's full range of services that includes a shoeshine, cafe and delivery service. The company's marketing effort is also running on the kiosk.

"We are thrilled with the response from our guests to the Web Kiosk. They are finding it very useful, and intriguing at the same time." says Marty Richner, Senior Vice-president, Merchandising and Marketing for ULTA. ULTA will be adding two additional kiosks to new stores by the end of the year.

Here's how it works NCR's Web Kiosk Solution with Aerome scent technology features user- friendly, touch-screen menus that lead consumers through the various programs. As consumers touch the screen, the NCR Web Kiosk triggers the Aerome Scent Generator for products featuring a scent component. The kiosk can be mounted on a pole, wall, countertop or as a stand-alone unit. It supports fully synchronized, full-motion video, and high-quality audio and wireless communications. In addition to connectivity to Aerome's Scent technology, the NCR Web Kiosk supports other peripherals such as scanners, printers, speakers and magnetic stripe readers.

The marketing power of scent Aerome has harnessed the power of imagination for products and services by developing technology that can present scents selectively and true to the original product. By imparting scent, consumers can have the perception he or she has truly experienced the product.

According to Henry Lustiger, President, Aerome of America, scent has an immediate and compelling effect that can touch the consumer in a unique way. "When applied to a communications channel like the self-service kiosk, scent becomes a new information channel that allows consumers to perceive products by linking scent with an emotion. It can give the product more credibility. And in harmony with sight and sound, aromas extend the myriad of multi-media possibilities to new levels.

"Aerome's scent technology brings another dimension to the world of communication. Working with NCR and its self-service Web Kiosk, we have developed a solution that can help retailers increase product turnover, create brand recognition and promote cross-selling," says Lustiger. "An example of how the unit can be deployed in cross-selling is the promotion of a Calvin Klein scent in a store that is also selling Calvin Klein fashions."

Aerome's multi-media applications can also be integrated with retailers' existing consumer applications including advertising messages, Internet pages, product information and service performances.

Pricing for the new NCR Web Kiosk with six scents is estimated to start at $12,000 (CDN $).

About Aerome: Aerome scent technologies was founded in 1997 in Germany and has offices in New York City. Aerome is the world leader in scent communications and olfactive technologies. The Aerome marketing concept is to develop greater brand recognition and brand coherency for its clients by appealing to the experiential and sensory power of scent communication. Aerome has partnered with the best and most recognized companies in the world, to bring this extraordinary technology to the market in terms of renditional fragrance quality and outstanding hardware, software and service provision.

About NCR Corporation: NCR Corporation (NYSE: NCR) is in the business of transforming transactions into relationships. NCR is a recognized world leader in data warehousing solutions, ATMs, point-of-sale systems, high performance scanners, and support services for retail, financial, communications, airline and insurance markets. NCR's business solutions are built on the foundation of the company's long-established industry knowledge and consulting expertise, value- adding software, global customer support services, a complete line of consumable and media products, and world-leading hardware technology. More information about NCR and its products may be found on the World Wide Web at www.ncr.com.

NCR is a trademark of NCR Corporation. All other brand and product names appearing in this release are registered trademarks, or trademarks or service marks of their respective holders.

/NOTE TO PHOTO EDITORS: A photo accompanying this release is available on the Canadian Press Photo Network/

TEL:  (416) 351-2101     Virve Tremblay, NCR Canada Ltd. 

TEL:  (416) 351-2101     Virve Tremblay, NCR Canada Ltd 

EMAIL: [email protected] 

TEL: (212) 208-1420      Henry Lustiger, Aerome of America 

EMAIL: [email protected] 

(p)(c) Corporate Dissemination Services Inc.

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