One brief whiff of fresh-baked cookies and time disappears.  We’re sitting in grandma’s cozy kitchen, fresh-poured milk at the ready, watching as each tiny treat makes its way from baking sheet to plate.

There is nothing more powerful than smells to evoke memories or conjure images, and the retail and hospitality industries have been making use of this phenomenon as a way of enhancing our experiences  (and getting us to consume more) with them for years.

That soothing baby powder scent in the toddler aisle that makes you feel all cuddly; it’s not coming from the pink baby blankets.

Retailers are increasingly using ambient scents to induce shoppers to stay longer, spend more and maybe even behave a little more kindly toward fellow shoppers. Many feel they can tap into that scent association to help establish emotional intimacy with their brands.

However, many scents go into the air conditioner or ventilating system, causing more negative than positive effects to customers.  And the ambient odors can actually overwhelm consumers, ultimately driving them out the door.

For example, the London Underground used a fragrance, described as a rosy jasmine with a hint of herbs, during a test aimed at making the subway smell more pleasant. It was quickly halted when some commuters complained that it made them feel sick.

Another example includes an attempt in San Francisco to promote milk consumption by putting chocolate-chip-cookie scent strips in bus shelters. Transit officials ordered them removed amid concern they might provoke allergic reactions.

The reality is that we don’t fully understanding how a person will react to an odor – odor sensitivity is a very subjective thing.  While it may seem like a cutting-edge way to keep customers happy and buying more stuff, ambient odors run the risk of damaging a brand’s reputation.

Retailers and hoteliers should consider simply developing odor management plans that mitigate all odors.  By creating an odor-free area – whether foul or ambient – the likelihood of keeping customers happy is going to be higher.

Why alienate those customers who have odor sensitivities?  It’s too much of a business risk to create ambient odors that ultimately drive business out of your store.