Interview: How Scent Is Set To Revolutionize The Customer Experience

The almighty olfactory sense is often overlooked when it comes to store and product design—and yet is extremely powerful and effective when used in conjunction with the typical visual and audio elements involved in curating the customer experience. This is why retailers are increasingly looking to incorporate select smells into their offerings, hoping to harness the influence of scent on consumers’ mood, feelings and awareness.

Olivia Jezler is an expert at marshaling scents to design experiences for retail and beyond, and explained in a podcast interview with PSFK founder Piers Fawkes how scent is poised to enable more engaging and immersive experiences than ever thanks to its intersection with the latest technology. Here Olivia describes what the future of scent could be for retailers and consumers alike.

Piers: Olivia, you are an expert when it comes to using scents at the intersection of technology to create experiences. How did you get into this?

Olivia: I have a design background from Parsons School of Design in New York. At the time, I was very immersed in the visual world, and I started hearing about smell being used. This was like 11 years ago. Then I just decided: I want to work with this invisible medium that can actually really change the way people feel and connect to things.Then I started working at IFF, which is International Flavors & Fragrances, doing projects that were very experiential. I looked at different things, but that’s how I started....more