Enhanced Air; The Latest Scam To Get Your Money
Retail stores are getting so desperate for your dollars
they are trying every trick in the book to make you want to buy their products once you enter the front door.
Ever notice how the smell of cooking food or baked goods
greets you as you enter a supermarket, or how certain kinds of music is being played, or the way certain products are moved
from place to place to make you search? These are all proven methods of tricking you into compulsive buying, so that you leave
the store spending much more money than you intended.
And now comes the latest gimmick; enhanced air.
Enhanced Air Technologies, of Vancouver,
Canada, is marketing a new synthetic compound it calls Commercaire
pheromone. When mixed with the air you breathe, it gives people a maternal sense of comfort and happiness.
You might liken it to a temporary fix on an airborne Prozac.
You can flit through the store wearing rose colored glasses, happily filling your shopping basket with all kinds of wonderful
things you don't need and may never use, but enjoying every moment of your buying experience.
This is not just a product that you may come in contact
with at some future date. It is already here. The company is marketing the product but will not reveal which stores are already
pumping this sneaky gas into its air. I suspect it may be the stores where you like shopping the most but don't know just
Commercaire is filtered into the store through air ducts.
It is odourless so you dont know you are breathing it. Store owners use it to relax customers so they will stay longer and
Nigel Malkin, director of development for Enhanced Air,
defends the product. He said the pheromone only puts customers at ease. It does not force them to do anything against their
will. Now that is great to know. At least we won't have our women getting secretly raped by store clerks in the back room
as they happily meander through the store.
"It doesn't put people into a buying frenzy or anything
like that," he said. "This will just make them feel more relaxed and give them a fond memory of the environment they've been
exposed to. That can breed customer loyalty," Malkin said.
The article I read said Wal-Mart, Sears and Home Depot
all denied using pheromones in their stores, but that was then. Who knows what can happen if this product proves to be as
effective as its makers claim. They say retailers can expect revenue growth ranging between nine and 20 percent by using the
Pheromones have been an ingredient used by some perfume and cologne makers because they are supposed to attract the opposite sex. All
animals, insects and even people produce natural odourless scents, or pheromones that triggers a variety of emotional responses
from those around us.
Malkin said the product is sold in various sized refillable
cartridges ranging from $300 to $450 for commercial buildings, to $96 for home use.
He said when used in the home, the results are very relaxing.