How important is the sense of smell in retail environments? The jury is still out. But when you learn that Westin Hotels has developed a “signature scent” that is only sprayed in their properties around the world, it makes you wonder. Matching the right scent to the right product is a $100 million-a-year industry, and it’s growing quickly. The Scent Marketing Institute says 85% of marketing is visual and that “…scent marketing is the last frontier.”

Some businesses are obvious candidates for pushing the scent of their products inside or outside their shops: bakeries, steakhouses and pizza parlors (love that garlic) are good examples. Have you ever walked by a Mrs. Fields outlet where the smell of freshly baked cookies hasn’t enticed your nose?

But non-food retailers are getting into the act. Verizon Wireless used the aroma of chocolate in certain stores when it introduced its new cell phone of the same name. Exxon used the scent of its new coffees to pull customers in by the nose in its convenience stores.

Scent, of course, is just one factor in a customer’s decision to buy or not buy. But it could be the one factor that pushes the customer over edge and results in a sale.

As a storeowner, you’re in the best position to know which aromas best complement your merchandise. Some obvious examples:

• Baby powder-scented room spray in a toddlers’ clothing store
• Saltwater taffy in a surf shop
• Perfume or cologne in women’s or men’s clothing shops
• Burning incense in an exotic-foods market

Some research suggests that we associate certain scents with pleasant and unpleasant events in our life. If you had lots of fun as a pitcher in Little League, the smell of resin might bring back great memories. If you were a lousy pitcher in Little League, the smell of resin may turn you off. So you roll the dice when you introduce scents into your retail space.

But you can use your best instincts to determine the scents your customer might respond to. Experiment with readily available scents such as room deodorizers–and not just the odor killers you find in the supermarket. Places like Restoration Hardware and Pier 1 Imports sell long-lasting scents that are more like fragrances. Citrus and lemon are just a few of the offerings.

Do be wary of customer allergies. If you’re spraying pine scent around a plastic Christmas tree, remember that some people are allergic to pine. But if you come up with the right combination, you’re the one who’ll end up smelling like a rose.