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Billabong appeals to the senses

BY Marianne Wilson

Billabong is deploying an in-store sound and scent strategy to offer customers a more immersive experience.

The board sports apparel retailer tapped Mood Media to create a custom sound and scent strategy for select Billabong stores in France and Spain. Billabong wanted to reflect the “board culture” and values of the brand — youth, dynamism and fun.

Mood renews the strategy every two months to ensure it is kept original and that Billabong’s customers have a unique experience on each visit to its stores.

The Mood team, in partnership with ScentAir, also created a tailored scent solution for the Billabong stores. A clean fragrance, called “Sex Wax,” based on the well-known surfboard wax brand, was developed to help the customer experience the essence of the Billabong brand.

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