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Changes at Niagara Hobby offer sensory appeal to shoppers
Niagara Hobby and Craft Mart is hoping to make the shopping experience for its customers more inviting with a pair of changes that are relatively new to Cheektowaga-area stores.
Customers who visit the store, located at 3366 Union Road, are now greeted by special fragrances. A visitor to the store last week would have noticed a hint of maple in the hobby department at the front of the store, and french toast in the craft department.
"We are constantly seeking to improve the experience of our customers- what they see, what they hear and what they feel- the variety of textures touching our visitors from throughout the world," said John S. Kavulich, president of Niagara Hobby. "We are excited to be able to introduce this new technology, especially in advance of the holiday season."
The scents are dispersed through a patented scent delivery system from Charlotte, North Carolinabased ScentAir Technologies. Niagara Hobby is the first retailer in Western New York to contract with ScentAir.
Kavulich said that the scents will be changed on a monthly basis. ScentAir officials say they have an inventory of 1,480 fragrances.
Scent Air's clients include major national companies and stores such as Bloomingdale's, Disney, Sony, Hard Rock Hotel, Coca-Cola, Westin Hotels and Resorts and Doubletree Hotels.
The ScentAir system was originally developed by a former Lockheed Martin rocket scientist who later became a Walt Disney "imagineer." Some of the first systems were used to provide aromas for attractions and special events at Walt Disney World theme park in Orlando, Florida.
"The sense of smell is the strongest of all human senses, and the closest sense linked to memory," said David Van Epps, president and chief executive officer of ScentAir. "Every day we encounter aromas that have a powerful influence on our emotions, our moods and ultimately our behavior. Aromas trigger memories. Memories influence emotions. Emotions set moods."
While this change will add to the customers' olfactory sensory appeal, the second change will enhance their visual experience, while reducing the store's monthly electricity bill.
The store installed 203 retrofit high-efficiency fixtures with electronic ballasts, replacing less efficient fixtures that used magnetic ballasts. Exterior neon lights were replaced with LED's (light-emitting diodes).
Kavulich told the Times that the process began in March. "We had so many lamps to change, it took a while," Kavulich said.
The change is expected to provide the store with annual savings of $10,494. Niagara Hobby's investment will be paid back in less than two years.
A $1,015 financial incentive from the New York State Energy Research and Development Authority was provided to Niagara Hobby through a "Smart Equipment Choices Program," part of NYSERDA's "New York Energy Smart" program. The plan offers cash incentives for energy efficient products.
"It's tremendous," Kavulich said. "All of the lights have been replaced with high-efficiency lamps that offer more brightness while using far less electricity."
Kavulich said he would have made the change even without the NYSERDA incentive.
"It's a no-brainer. As a mediumsized business, it's almost like lottery money," Kavulich explained. "The payback on installation is fast."
Kavulich said he would like to see other businesses take advantage of the NYSERDA program because it will save them money and save energy.
"You multiply what we did by 100 businesses, and that's a lot of energy saved," Kavulich pointed out. "It's less waste and less rate hikes."
Peter H. Sigurdson, manager of NYSERDA's Buffalo office, noted that saving energy is vital, especially during summer months. He said that New York State's electrical supply was used to 99.6 percent of its capacity during summer 2006.
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