Billabong adding sound and scent to store

Surf fashion specialist Billabong has announced it will offer a full sensory experience in a number of its flagship stores. With the help of Mood Media, the brand has developed sound and scent for 10 stores located in France and Spain.

Reflecting what the company calls "board culture," the mood is dynamism and fun. Mood will revisit the strategy every two months to ensure the content is fresh.

Partnering with ScentAir, the tailored scent is called "Sex Wax," based on the well-known surfboard wax brand.

"We are delighted to help Billabong create a bespoke in-store experience for its customers. By developing a new sound design and fragrance with Mood, Billabong can now plunge guests into an immersive experience based on our unique technology and creative solutions," said Linda Ralph, international VP of business development at Mood.

Billabong's move to heighten the in-store experience comes at a time when retailers are increasing their use of innovative in-store experiences to draw in consumers. For example, in 2014, Best Buy (NYSE:BBY) introduced The Intel Experience, which included a place for customers to try, explore and play with the latest technologies such as 3D printing, augmented reality gaming and DJ remixing. Last year, Restoration Hardware opened a lifestyle shop in Chicago's Three Arts Club that offers experiences such as art exhibits and wine tasting.

For more:
- see this Billabong press release