The transaction significantly expands Rentokil Initial’s client base. AromaCorp together with its partner firms provides scent marketing services in over 500 locations across Poland, Slovakia, and the Baltic countries.
“We are proud to inform our clients about a major step toward achieving one of our key strategic goals — creating a full, comprehensive package of professional solutions for the broad business sector. AromaCorp fits perfectly into our structure, both in terms of product and service portfolio and the extensive reach of its operations. This acquisition will strengthen our market position and significantly increase our number of clients.” – stated Krzysztof Matowski, Managing Director of Rentokil Initial Sp. z o.o.
The acquisition of AromaCorp will enable Rentokil Initial Sp. z o.o. to strengthen its operations in scent marketing through an expanded range of services in this field. By combining the offerings of both companies, clients will have access to fully integrated solutions tailored to their individual needs and requirements.
As a result of this transaction, Poland has become the fourth largest market in Europe for scent marketing served by Rentokil Initial, following the Benelux countries, Spain, and the United Kingdom.
“Joining the structure of a global conglomerate marks an important development stage for us. We are pleased to accept Rentokil Initial’s offer, which highly values our past achievements. This transaction marks the beginning of new challenges, but also of new successes for AromaCorp, now within the Rentokil Initial Group. With the support of the investor, we now have opportunities to scale our operations, and the combined offerings of both companies will allow us to meet the needs of significantly more clients.” – stated Jakub Kmieciak, President of the Management Board of Magic Group Polska Sp. z o.o.
Scent marketing
Smell is the human’s most powerful sense. It is directly connected to the limbic system (the emotional center of the human brain), responsible for memories and feelings, both consciously and unconsciously. Research shows that 75% of our daily sensations are triggered by scents. Scientists have proven that smell has an immediate and irresistible impact on human behavior, well-being, and directly influences the connection between past pleasant experiences and memories and new situations or even products.
Experts studying the influence of scent on consumer behavior have consistently concluded that companies using so-called scent marketing observe increased interest in their products and services, as well as greater customer purchase or investment decisions. People in a given space stay much longer when exposed to pleasant, relaxing scents. Scent marketing has thus permanently joined audio-visual marketing, which uses interior design and appropriate background music to engage potential customers in the spaces where businesses operate.
Summary
Rentokil Initial acquires AromaCorp, expanding its scent marketing offer to over 500 locations in Poland, Slovakia, and the Baltic countries. Krzysztof Matowski, Managing Director of Rentokil Initial Sp. z o.o., emphasizes that the transaction will significantly increase the number of clients and strengthen the company’s market position. Jakub Kmieciak of Magic Group Polska speaks of new opportunities for scaling AromaCorp’s operations within a global group.
Thanks to the agreement, Poland has become the fourth largest market in Europe for scent marketing handled by Rentokil Initial, after the Benelux region, Spain, and the United Kingdom. The article also reminds that as much as 75% of daily sensations are triggered by smells, which translates into longer customer dwell time and increased purchase decisions.
