By: Jon Stojan
Scent has a profound connection to memory, emotion, and decision-making; however, despite its power, it remains underutilized in modern retail. iRomaScents aims to change that. Co-founded by Avner Gal and Erin Berry, this B2B company has introduced an AI-guided fragrance shopping experience that helps consumers discover scents more effectively while also assisting retailers in boosting conversions.
At the heart of the system is a compact device and an AI Wizard. After answering a short series of questions, shoppers receive a tailored fragrance recommendation and three closely related options. The entire process takes less than a minute, helping customers avoid olfactory fatigue while providing a more confident decision-making experience. Most importantly, this method dramatically increases the chance of a sale.
Experienced Leadership Behind the Scent Selection Shift
CEO and co-founder Avner Gal brings decades of expertise in engineering, R&D, and executive leadership. A retired Israeli Navy commander, Gal has led public and private companies for over 30 years, authored around 40 professional papers, co-authored a book on entrepreneurship, and holds multiple patents. His academic background includes a BSc and MSc degree in Electrical Engineering, as well as an MBA in Marketing.
Co-founder and VP of Marketing & Strategic Partnerships Erin Berry brings a strong consumer-oriented approach. With a master’s degree in marketing and years of leadership in global marketing, PR, and social media, Berry complements Gal’s technical focus with brand strategy and partnership development. Their professional relationship spans over 20 years, shaping a product that speaks to both logic and instinct.
A Practical Update to a Centuries-Old Shopping Model
Shopping for fragrances has long been a game of guesswork. Consumers sample multiple, pretty random scents, hoping one will stand out before their nose becomes overwhelmed. The process often takes a long time and rarely leads to a confident purchase. It’s an experience that can feel more exhausting than enjoyable, leaving many unsure if they’ve truly found their perfect match. iRomaScents replaces that with a structured, more intuitive method. After answering a brief questionnaire, customers try only the most relevant scents, avoiding the fatigue that typically follows.
“I always loved fragrance shopping, but it often ended in frustration,” Berry shares. “Now, we’ve made it simple and satisfying.”
This system isn’t just better for shoppers; it also benefits the business. iRomaScents has shown significant increases in conversion rates, streamlined in-store time, and reduced theft. Retailers also report stronger customer engagement and repeat visits, thanks to a smoother, more personalized fragrance discovery experience. It also saves space: each device holds 45 fragrance items, and a station of three devices provides access to 135 scents, all within the footprint of a half desk.
Designed for More Than Retail
While fragrance retail is the current focus, iRomaScents is built as a flexible platform for a wide range of applications. It can be used to enhance movies, museums, games, educational spaces, and even advertising. Gal, a longtime fan of action films, once imagined “scented cinema” as science fiction. Today, it’s within reach.
The company envisions a future in which fragrance is treated like sound or visuals —a standard part of multisensory engagement. “Smell has the longest memory,” Gal says. “We’ve barely scratched the surface of what it can add.”
What’s Next for iRomaScents
The iRomaScents team believes that their system will soon become a fixture in fragrance stores worldwide and, in turn, part of how people engage with media and environments at large. Whether it’s through entertainment, education, or everyday shopping, they’re helping scent take its rightful place in modern experiences.
As Gal says with a smile, “After seeing users’ reactions, I could do statistics on their teeth—everyone opens their mouths in surprise. That moment is why we started using the slogan: ‘Smell and Smile™.’”
