For many people, scent is one of the strongest senses. Yet, it has remained underused in marketing due to the difficulty of producing precise, controllable smells. 👃
In the past, marketers attempted to use scent in retail by releasing chemicals into the air. Results were inconsistent, and these systems relied on liquids that were costly, messy, slow to clear, and difficult to scale across environments.
Now, new ultrasound-based technology may change that. Researchers are exploring ways to stimulate scent perception without releasing physical chemicals, using focused ultrasonic waves to create targeted olfactory experiences. Here is an article that talks about this new methodology.
In retail, this could be a breakthrough. The Future of Marketing Institute can envision consumers buying running shoes in a store while smelling a forest trail. Or, how about evaluating patio furniture with the scent of summer rain, all delivered cleanly, precisely, and on demand?
If scalable, this new technology could open up a new sensory layer for retail experiences. In the near future, we will see if this new tech passes ‘the smell test’.