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How to tap into your customers’ five senses

You could be a mile away from a Lush store and you’d be able to smell it before you saw it. Even managing director Peta Granger has described it as “the smelly soap store”. Love it or hate it, its signature heady blend of fragrant bath bombs has become synonymous with the brand – such is the power of in-store fragrance.   Until recently, Country Road also lured customers in-store with the same smell for 10 years, but the brand has just changed tack and released two new scents i