To be able to smell isn’t random. Our olfactory sense is linked to our limbic system, the part of our brain where emotions are also stored. If you like someone’s smell, you like them. Whoever stirs positive feelings seems friendly. And that is exactly what marketing departments are making use of more frequently by giving their products a very distinct signature: a pleasant smell. This is an advantage particularly for stationary retail as it comes under pressure from online shopping. It can be a nose length ahead of the neutral smelling internet.