I’ve been reading about the importance of customers being greeted by not only a pleasant smell but one appropriate to the nature of the business and the merchandise. This might sound a bit frivolous but, on reflection, I’ve been into some businesses and been put off by the smell of everything from chemicals to tuna sandwiches. Most customers are unlikely to complain that your place stinks—they’ll just avoid coming back.
Most businesses have a smell of some sort, the question is whether it is unpleasant, neutral or pleasant to visitors. I’ve been in some sign shops and come out with a headache because UV ink, solvents, and other chemical smells that were overpowering. Now, admittedly, since the advent of the digital age and inkjet printing this problem is not as bad as it once was. However, you’d still do well to check on the smell in your shop. Ask outsiders for an objective opinion because if you’re living with whatever smell you have day in and day out, you may not even be aware of it anymore.
If chemical fumes are unavoidable in the shop, ventilation should be able to take care of it well enough to keep it out of the front office and reception area where most visitors can be found. But why stop at just eliminating offensive odors? Perhaps the concept of pleasing odors can work to your advantage. If you want to convey a positive impression to visitors such as customers, suppliers and prospective employees, you might be interested in the fact that scientists tell us that smells create an immediate psychological impact.
So the question is, what is the first smell visitors to your shop experience? Does it make them want to get out as soon as possible? Does it make them feel comfortable enough to stay longer and discuss business? It would be a pity if you put a lot of effort into having a nice reception area and showroom for your sign shop but the smell discouraged visitors.
The science around the smell of business premises might at first seem a bit over the top, particularly for a sign shop, but in a very competitive market, it might be worth looking into. The experts might be right—a good smell may have the possibility of helping to differentiate you from your competitors and bring in more business rather than turn it away.