Commercial Integrator July 2021 - 52

MARKETS
RESTAURANTS
Scent is a Viable Technology Market
That Integrators Should Sniff Out
Scent technology should be considered an up-and-coming element for many integration firms'
existing clients across several key verticals. by Adam Forziati
INTEGRATORS ALREADY UTILIZE audio-,
visual-, and touch-based technology
regularly in their work. But very few offer
solutions which appeal to the human sense
of smell.
According to Scott Gantkin of USIS
AudioVisual Systems, the most prevalent
intersection between pro AV and scent is in
live events situations.
" They use a scent diffuser to lightly dissipate
a brand-related smell, " he says. " Then,
they'll extend that to, say, work with chefs
catering the event to create dishes which
pair well with the scent. "
" I find myself designing for event spaces
like ballrooms and nightclubs as well, but
it is incredibly client-specific and might not
ever be a general use case. "
" I think it can be integrated into HVAC
and would imagine the product growth is
more going in that direction, " he says.
According to Eddie Betz, the CEO of
Brilliant Scents, scent has the ability to
trigger our emotions, making it an essential
element in all business locations today.
" Scent can do everything from fight
fatigues and even promote mental clarity.
An adult can distinguish 10,000 different
smells, and unlike our other senses, scent
travels immediately through various parts
of your brain instead of being processed
centrally first. These factors can actually
influence shopper behavior, including
purchase intent. "
Fun fact: apparently, eucalyptus is the
most popular scent at large trade events, given
its relative agreeability to most people.
Future Market Opportunities
There are some fascinating pieces of
evidence that smell can alter how humans
perform tasks.
" In corporate settings, studies have
shown that lemon scent reduced typing
error by 54%, jasmine 33% and 20% lavender, "

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Commercial Integrator July 2021

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