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According to a report in The New York Times, the British postal service, Royal Mail, is partnering with Oxford-based Brand Sense to encourage direct mail marketers to add scent and taste features to mailings. The move seeks to take advantage of sensory characteristics that cannot be replicated online. According to the story, direct mailings in Britain have dropped 12% over the last three years, largely due to competition from electronic forms of advertising. Adding scent or taste to mailings can increase the cost by approximately 10%, a burden Royal Mail intends to share.