It is no novelty that the retail sector has numerous competitors. This fact has caused some retailers to have the need to differentiate themselves from others by using various marketing strategies that aim to attract consumers to their selling points. With this in mind, this paper aims to explain the use of a scent technique by retailers as a way to create an environment that is both pleasant and conducive to consumption, while, at the same time, making each brand have an olfactory identity that will be memorized by the clientele. To this end, I conducted a blind test with 108 customers of selected stores in order to ascertain whether the olfactory identity of those stores is present in the customers olfactory memory. To assist in the preparation of the questionnaire, informal talks were held with four managers of women s apparel retail stores who provided me with the feedback they got from their customers on the stores scent, and whether the scent strategy was in fact as efficient as the others.