I went shopping with my wife after Christmas to buy new clothes for my kids. We realized that it is really cold outside and our daughters wanted to enjoy their vacation and play in the snow. My wife chose the stores and I was driving and helping her carry the bags.

We needed to buy some winter shoes and the first store we chose was a popular sport clothes shop, operating in Slovak and Czech Republic. I read their leaflet at home and saw some really nice goods. I am not a regular customer of this shop so I could only judge by what I saw on the leaflet.

I could feel the difference between their advertisement and reality the moment I entered the store. I could literally smell the difference. The smell I felt was terrible and disgusting. I was actually struggling to continue and walk into the shop. All I could think about was that long journey this goods have travelled. From Asia to Europe, the manufacturing, textile industry, all the chemicals. I could smell it all.

We have been providing aroma marketing services for several years now and we often use the term “WELCOME EFFECT” – the effect of welcoming customers, the effect of positive experience.

What I felt at that moment was a welcome effect too. And it worked very well. I was trying to get out of there as soon as possible. I remembered that we were offering our services to this store more than a year ago but the management didn’t want to spend money on improving their environment. It wasn’t their priority at that moment.

I am not in a position to decide the priorities of other companies. After all, if the company is thriving, their priorities are probably right. I just want to give you some advice. I understand that products made of cheaper materials that have travelled thousands of kilometers to get to Europe can’t smell good. But when your customers come to your store, there are two possible scenarios: You can welcome them with nice scent and make them feel comfortable and happy or you can make them run away and spend their money somewhere else. The smell of your store is the top priority when creating the right welcome effect.

You don’t have to order aroma marketing services. You can just get your employees to refresh your air with cheap air freshener every hour. Eventually you’ll pay more for this “cheap” solution than you’d pay for proper aroma marketing services. Make the right choice.

Happy new year and good luck creating your WELCOME EFFECT.

Henrich Sikela, CEO, Store Media