Observation by smell

Observation,by any other name,

would smell as sweet

An adventure in smell

The Challenge

● In contemplating the Observation Lab challenge, I was aware that I was in a place where photography inside shops was not going to be possible. Even overt note-taking may have been frowned upon, particularly in small, owner-operated shops.

● Thus, I determined to focus my observations on smell – and the emotions it evokes – and how this contributed to the shopping experience.

● Almost as a control, the first premises I visited were a baker and a chocolatier. I then moved on to a traditional hardware store, a shop selling cell-phones, a greengrocer, and finally my local pub.

The Baker

The baker’s shop initially smelled of baking bread, invoking childhood memories of enjoying warm bread from my grandmother’s oven. Such thoughts made me want to eat the bread, surely encouraging a quick and impulsive purchase. However, the smell quickly developed into a moist, yeasty smell that, while not unpleasant, was less pleasurable. Coming down from the initial high, I was probably less inclined to purchase on impulse and more likely solely to buy my intended goods. From this, I assess that the Baker would sell more fresh bread when he has a shorter queue; longer lines would work to reduce such smell-induced impulse behavior.

The Chocolatier

Opening the door of the chocolatier’s, I was hit by an overpowering small of bitter chocolate that I found repulsive; so strong was the smell that I had to leave the store for a moment to clear my nostrils! Upon return, the smell began to fade but the bitter aspect lingered longest. The pungent aroma had none of the attributes I associate with the taste of chocolate – sweet, creamy, melt-in-the-mouth – so was somewhat disconcerting. After two or three minutes, the unappealing smell had evaporated completely and I realized that it was now the way that the treats were presented in their display cases that would most likely induce any purchase. Unlike the baker’s, then, it is making a customer wait that would increase the chocolatier’s sales.

The Hardware Store

The neighbourhood hardware store was a maze of wooden shelving - dimly lit and somewhat claustrophobic - filled with cut timber, ironmongery, and pre-electric tools. The most abundant smells were sawdust and oil, the levels varying as I moved between the piles of goods; when I remained in one place for too long the smell waned, but it would quickly be replaced by another if I moved around. My impression throughout was of a hardware store that had been there for many years, steeped in tradition, and probably with a proprietor known for his sage advice. Overall I found the patchwork of aromas both interesting and, because the smells were still evident long after I had entered the store, an ongoing determinant to my good mood.

The Cell Phone Store

To the eye, the cell-phone store was clean, open and bright, and populated by improbably-young sales staff; the designer of such a modern store must have used words like ‘fresh’ in her description of the concept. Unfortunately, the smells told a different story. The floor area smelled of antiseptic cleaner and invoked thoughts of a hospital ward. The sales staff smelled either of Body Odour or the various chemicals they had over-applied to hide theirs; more locker-room than shopping heaven. Finally, the phones they were selling smelled of plastic – reminding me of the sort of disposable toys given away by fast-food restaurants. Overall there was little that was ‘fresh’ about the smells in that shop, in contrast with the visuals, and this would have detracted from the experience had they been the deciding factor.

The Greengrocer

Because the front window was open to the elements, the flowers in the greengrocer's only exerted their influence when I passed themas I entered the shop. For me, flowers always invoke emotions surrounding celebrations – when the pleasant smell of flowers is part of a welcomed gift – rather than funerals. Inside, the fruit and vegetables themselves offered little for the nose; yet my few minutes with them removed any lingering memory of the flowers’ aroma, such that I was struck by the smell of the flowers again when I began leaving the shop. I suspect that the grocer has been wise in his placement of the flowers, which has been crafted not only to make the customer on entry feel good about fruit and vegetable purchases but also to encourage impulsive flower purchase on exit.

The Local Pub

For many years my local pub smelled mostly of cigarette smoke, until legislation condemned the smokers to enjoy their habit out in the rain. Some months later, after the tobacco smell had cleared, and only then, I noticed how the carpets smelled of the beer that had been spilled over the years. Finally, the publican applied some technology to the problem and the pub is now a haven. On entry, the pub smells of mown grass but this is replaced by the smell of linseed-polished wood as I approach the bar. There is a faint smell of grilling onions near the door to the kitchen and an aroma of lavender near the toilets. Of course, all these smells come from cans that spray automatically every few minutes; authentic they are not, but my experience is better for them.

General Insights

● Having the right smell at the store entrance can pay dividends, so arrange for the best-smells to be there. Moreover, where smell is not an expected part of the shopping experience, a good or appropriate smell enhances it considerably.

● Having different smells in different parts of the store can prevent smells from fading in the customer’s nose, and thereby magnify the beneficial effect of the good smells.

● It is easy to be oblivious to most odours if other stimuli are strong; smell usually permeates throughout a store so customers quickly become accustomed to it. If less attractive smells cannot be disguised, rely on visual impact and keep customers busy while the smell fades.