Have you ever walked past a bakery and suddenly felt the urge to buy something? Or grabbed a sweater in a store and suddenly just knew you had to have it? The latter might not be such a coincidence. It’s all thanks to the power of sensory marketing, which targets our five senses – sight, sound, smell, taste and touch.

Sensory marketing is the use of our five senses to influence our perception of a brand and our buying behaviour. Customers are exposed to more than 3,000 advertising messages per day. Regular advertising messages are easily forgotten, sensory marketing and producing feelings can stay in the mind long after the marketing message has been received.

So you’re keen to find out about sensory marketing and its advantages, and which high-profile brands use it? In this introduction we’ll discover why it’s so powerful, how it works, and what you need to know. From the science – exploring the 5 senses, using case studies, measuring results, and responsible marketing – to the end, you’ll see why everyone’s talking about sensory marketing, and be ready to start investigating it in your own brand.

1. Understanding Sensory Marketing

Let’s take a step back and understand the fundamentals before we jump into the tactics. Sensory marketing is quite flashy, but at its core, it’s actually very basic and instinctual. Humans have been processing the world through their senses from the very beginning, and brands have adapted to that.

1.1 What Is Sensory Marketing?

Sensory marketing uses sight, sound, smell, taste and touch to change what you think, how you feel and how you buy. It isn’t just about giving you the facts about a product, it’s about letting you feel the product. For example a store may have warm lighting, a soothing smell and slow music which makes shoppers feel at home.

This space has been researched for many years. One of the marketing researchers, Aradhna Krishna, for example, classified it as a form of marketing involving the consumers’ senses and thus influencing their perception, judgment and behaviour. You can find the Sensory marketing page on that provides a general introduction for beginners.

Here are some important things to keep in mind with sensory marketing:

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• It is mental at all times.
• It may be referenced and used in retail outlets and online, and on packaging and other promotional material.
• It is about emotional connection, not product awareness.
• It helps a brand to differentiate itself from its competition.

Put simply, it transforms the everyday purchase into a sensory experience-and it’s happening in billions of places around the world. Which is exactly why so many companies-whether a corner café or a multi-billion dollar airline-are doing it.

1.2 The Psychology Behind Sensory Marketing

Why does sensory marketing work so effectively? It has everything to do with the way our minds are structured. Our senses are directly connected to the areas in our brain that process emotion and memory. This means that a smell or a sound can evoke an emotion in us almost immediately – almost before our conscious mind even has a chance to think.

1.2.1 Emotion and Decision-Making

Many think that they buy based on rational thought alone. However, a lot of emotional factors go into it. If the shopping environment is warm and inviting, you’re going to feel good, and as I mentioned before, good feelings lead to positive thoughts about products. Sensory marketing leverages that link intentionally.

For example, soft lighting will soothe, while bright light will energize. Or a fragrant scent can improve a mood and feel good to visit. Shoppers who are in a good mood browse longer and buy more, so even if the shopper thinks the decision was rationally made, their senses quietly did help.

1.2.2 Memory and Brand Recall

Memory is the second chunk. Research indicates that consumers recall multi-sensory experiences significantly better than one-sensory experiences. For example, while they might forget the billboards, they remember the aroma that the shop had twenty years ago.

This is where sensory marketing steps in. You can create these lasting memories through colour, music and smell. The colour you use, the sound that plays every time you walk into the room, the smell that greets you when you enter – these are all things we associate with a certain company, and over time, even a short melody or a particular shade of blue can trigger the memory of an entire brand.

1.3 A Short History of Sensory Marketing

Sensory marketing is not a new phenomenon Market sellers have been drawing attention to the bread freshness and display design for years. But the concept developed more seriously in the twentieth century, when the shopping centers began to open up.

Researchers started analyzing how store environments influence shopping behavior in the 1970s. The “servicescape”, an environment where a service is presented, gained recognition (find out more about the Servicescape at the Wikipedia page). In the following years, in the 1990s and 2000s, they began to analyze one sense at a time and explored also the interaction between them.

How sensory marketing today Sensory marketing has become established in its own right and has new research, new books and new consultants. With the advent of new technology, brands are able to experiment with scents, sounds and pictures with greater precision than ever before. Therefore, the field continues to grow and the outlook is promising for brands willing to try it.

2. Sight and Sound in Sensory Marketing

Sight and sound are the senses through which brands most easily reach us We see screen advertising and hear commercial music in stores every day. These two senses are transmitted across distance, which makes them the first means of sensory marketing. Let’s explore each of them.

3.1 Visual Sensory Marketing

“The camera always wins.” Awareness. Sight is often referred to as the most powerful sense in marketing. We make a decision about an item in the blink of an eye, and the majority of this initial decision is made based on the visual stimuli. This is where visual sensory marketing comes into play.

2.1.1 Color Psychology

Colors have a symbolic power and evoke an emotional response within seconds. Certain color associations are universal, while others are exclusive to a certain culture. Here is a quick overview of typical color associations in sensory marketing:

For instance, the light robin’s-egg blue of Tiffany & Co. Is practically synonymous with that retailer so consumers can’t miss that. That simple recognition of the color proves how effective visual sensory marketing can be.

2.1.2 Packaging and Store Design

Packaging is sometimes a shopper’s first chance to connect with the product. A pristine, attractive box can elevate an item’s perceived quality, even before anyone opens it. Numerous technology brands, for example, have package designs that make opening a product an occasion in itself.

Store design is just as important. Aisle width, lighting and product placement all influence where people turn and what they notice about the shopping environment. Sales won’t come from narrow aisles, but they can be retail excitement and bargain-effective when wide aisles are used. In other words, thoughtful store design is one of the unobtrusive, yet most influential, types of sensory marketing.

2.2 Auditory Sensory Marketing

We can’t close our ears like we do our eyes, so we perceive sound even when we don’t realize it. Which includes background music, talking, product sounds, and brand music.

2.2.1 In-Store Music

It can influence how quickly people walk and how long they linger. In a wellknown experiment in a wine shop, that was run by a number of researchers, including Adrian North, music played in the shop caused French music to increase the sale of French wine, and German music increased the sale of German wine – shoppers hadn’t even realized it.

Generally, slow music will make you stroll and browse at a slower pace. Fast music will put you in a relaxed and entertaining mood. For example, the background music in a spa will be very different from that of a clothing store. The music must match the personality of the shop, otherwise it will be strange.

2.2.2 Sonic Branding

Sonic branding or sonic identity is the use of a signature sound to identify a company or its products. For example: the audible jingle concluding a certain chip producer’s commercial, or the “ba da ba ba ba” music of a famous burger restaurant. These different sounds last one or two seconds long but immediately evoke the brand.

It’s all about the product sound. From the click of your pen, to the crunch of your snack, to the soft thunk of your car door closing can influence customers’ perception of quality. Some brands devote years to designing the sound of their product. In fact, Harley-Davidson previously attempted to trademark the sound of their engine as a branding asset – exemplifying how important sound can be in branding.

3. Smell, Taste and Touch in Sensory Marketing

Sight and sound are strong, but the three remote-contact senses can forge even deeper relationships. Smell, taste and touch are all connected to emotion and memory. And that makes them particularly effective for brands that want consumers to experience something authentic. Here’s how they all work.

3.1 Scent Marketing

Smell is wired to the emotional centres of our brain and even to our memories. The smell of warm cookies or a day at the beach will transport you back to childhood in an instant. Scent and memory are so intrinsically linked that scent is commonly used in sensory marketing.
Brands incorporate scent by:

Brands incorporate scent by:

• The only scent that customers will recognize and identify with your company.
• Ambient scent: Volume filler fragrances to relax a space.
• Product smells: Any odors or aromas on a product e.g. soaps, air fresheners, scented paper, etc.
• Singapore Airlines. The airline has its own signature fragrance that it sprays in the cabin and hot towels it provides, and even in flight attendants’ perfume. You can take that aroma, and just immediately associate it with comfort and relaxing service. In the same way, so do lots of hotels craft a lobby scent.

And also remember – scent need to be used smartly. If a fragrance or perfume is any type of stronger than it is likely to irritate guests or customers or some might be allergic to it. So, overall, a light, fragrance complimentary perfume is the way to go. Smell advertising can set your space for welcoming.

3.2 Taste

Taste is more restricted, because it is mostly used with food and drink. However, it is a part of sensory marketing, along with smell, and can be combined with it. This is for a good reason: A lot of what is perceived as flavor, is actually due to your sense of smell.

This also involves sampling, so this means that if a shopper takes a sample of a tiny piece of cheese or a bit of juice, this makes it “a genuine product”. When consumers get this feeling, they are much more willing to purchase. This is one of the effects that helped to revolutionize several stores: supermarkets, bakeries, and coffee shops.

Taste comes into play in more subtle ways, as well. Some brands include small candies with online purchase orders or even provide hotel guests with a welcome drink. These small touches can lead to pleasant memories and associations with generosity. In addition, the visual appearance and name of a food can influence how we experience taste. “Creamy, slow-roasted tomato soup” will probably make you think the pasta will be a little more delicious than plain “tomato soup,” even if they are the same. That’s a light touch reminder that sensory marketing combines multiple senses.

3.3 Touch

Touch the sense of feel: texture, weight, and temperature Research in consumer behavior has shown that when a shopper touches a product they feel the product is more “theirs”. That is, you’re more likely to feel a bit responsible for a product once you get a hold of it.

Stores know that, and that’s why they ask you to handle the product. Clothing stores let you walk the aisles, feeling the fabric. Electronics stores ask you to hold and test the latest model of cell phone. Even the little things matter. A bright, thick card will seem more valuable to a buyer than a narrow, flimsy one-and many premium brands use thick paper for their cards and packaging.

Touch is also a challenge for e-commerce: It’s just tougher to convey. Brands have largely addressed that by making it simple to return products, providing close-up videos and descriptions of the textures, and sending a tactile surprise in the package-like some softly crumpled tissue paper or a textured card. Even when you can’t get a feel for a product right away, sensory marketing can help.

4. Sensory Marketing in Action: Real Brand Examples

It’s good to have theory, but examples are what really bring sensory marketing alive. Sensory marketing is used across all sorts of industries to send different kinds of messages through the five senses. Let’s take a look at a few of the more interesting examples.

4.1 Retail and Hospitality

The retail and hospitality setting is an excellent foundation for sensory marketing because the customer is experiencing the environment in the flesh. Every detail of the environment can be maximized for sensory impact.

For fashion retailers, it is all in the ambiance. A jeans store is now legendary for being thick with cologne and blacked out, creating a nightclub feel appreciated by young customers. They would not all wear this look but it is a great example of immersive.

Here’s a quick comparison of how different businesses apply sensory marketing:

4.2 Food and Beverage

Food companies have a head start – what they sell tastes and smells good. But the most successful innovate further: Coffee shops, for example, immerse visitors in the experience of their product. The hiss of the espresso machine, the aroma of roasted beans, the cozy lighting, and the plush seating all combine into something you can buy-an inviting escape from your day.

Bakeries are easier still. Many construct their ovens on the street side, so the aroma of warm bread billows out into the open. Out-of-towners have a whiff of that aroma and are suddenly overcome by a hunger and march directly into the bakery. Others display a “hot now” sign in their window to signify that a fresh batch is available.

Menus are another way restaurants employs sensory marketing. The menu can elicit all kinds of expectations with word choices, mouthwatering imagery and clever plate design. The sound of sizzling dishes (the norm in many grill restaurants) provides even more entertainment. As a result, customers think they’re eating better and will happily recommend the place.

4.3 Sensory Marketing in the Digital World

You can’t really smell or really touch things when you are online shopping, so you might think that sensory marketing is useless on the web. However, quite the opposite, online brands have become quite innovative and design for their customer to appeal to the senses they can reach: sight and sound.

Vivid photography and silky videos give products that lives they do and lure shoppers in. Zoom capabilities allow viewers to peer in at the weave of fabric or the grain of a surface. Gentle, calming sounds and click effects add a touch of refinement to an application. And, words, words, words draw customers in.

Technology is assisting also. Augmented reality offers the option to “try on” glasses virtually or see how a table would look in your lounge. Closer-than-real-proximity sound videos are a craze called ASMR and make viewers feel they can touch the item. Digital sensory marketing is booming so can be a perfect space for smaller online brands. Even a basic website can create a sensory impact if you add a splash of creativity.

5. Measuring, Ethics and the Future of Sensory Marketing

Every marketing strategy must deliver a return, and it must treat the customer fairly. In this last main section, we examine how to measure the effects of sensory marketing, how to use it responsibly, and where it might take us in the future. To close, some pointers so you can dive right in.

5.1 How to Measure Success

Measuring a scent or a song can be more challenging. Thankfully, there are several techniques that allow you to get close. The idea is to compare how things are ‘before’ and ‘after’ a change in the sensor, without doing too much to the rest.

Here are some useful measures:

• Dwell time: What’s the duration of time spent in the store?
• When you add a new scent or playlist, do sales increase?
• Patient questionnaires: Are visitors claiming to be less stressed or happier?
• Repeat visits: Are more people coming back?
• Social media mentions: Are customers sharing the experience online?

Similarly, most brands conduct small experiments. Perhaps a shop plays one style of music in the morning and another in the afternoon, then analyses the effect on sales. Or a coffee shop might introduce a new fragrance in just one store to see what happens. These straightforward trials tell you something about what is effective, and the accumulated evidence enables a team to improve its sensory marketing strategy over time.

5.2 Ethical Sensory Marketing

With additional authority comes additional levels of responsibility. Sensory marketing should be approached with integrity because it has a way of reaching people on a subconscious level. We should be working towards elevating the customer’s experience, not deceiving them.

Some helpful tips below:

• Respect health, comfort Some people are sensitive to fragrances or allergies. So be modest with scents.
• Be true. Do not use the power of smell to mask a weak product. A good fragrance should enhance a weak product, never mask it.
• Offer options. Allow customers to choose, such as open and discreet hours in a bustling retail shop.
• Consider accessibility. Very bright light and loud sound can be difficult for some.

When we act ethically, our customers recognize it. The level of trust between us and our customers increases, and so does their trust and loyalty. That benefits everyone. In fact, well-implemented and ethical sensory marketing even wins in the long term, since satisfied customers keep returning and recommend us.

5.3 The Future of Sensory Marketing

So what’s next? Analysts predict a trend towards more personalization and higher tech. AI could soon allow a store to change the music, lighting, and even the displays in the room to appeal to whoever is shopping. And scientists are looking into digital scent emitters that might someday blast aroma through a screen.

Sustainability will also be a larger focus. Customers are more and more aware of the impact that certain brands have on the environment, so those making sensations can use more natural ingredients, plant-based fragrances and recycled packaging that are pleasing to touch and smell.

A third trend to keep an eye on is the application of multi-sensory experiences within virtual worlds. With the rise of virtual and augmented reality, your brand will be able to create a sensory experience in any virtual environment. This is a huge opportunity and it exemplifies the range of sensory marketing.

6. Conclusion

Like we’ve discussed, sensory marketing appeals to the senses in a way that connects with both your emotions and your memory. You can find it at hotels, airlines, coffee shops, stores, and e-commerce companies. It’s also available to you, no matter your size or industry, whether you need to get a little creative or set up some simple experiments.

The future looks bright for sensory marketing. Innovation, a heightened focus on integrity and a desire for deeper experiences will continue to evolve the practice of sensory marketing. While you might be wondering how you can apply these principles to your business, here’s one more question for you to consider: how does your business look, taste, feel, sound, and smell?

7. How Hobo.Video will help in Sensory Marketing?

Hobo.Video is at the frontiers of digital sensory marketing. We tap into our AI-enabled creator network to turn still brand images into a new kind of immersive, multi-sensory UGC.

Since classical sensory marketing relies on physical shop fronts (physical ambient scent and tactile displays within the store), Hobo. Video is the digital space’s piece of the puzzle. By matching brands to a hyper-targeted network of micro & nano influencers, the platform scales visual and auditory stimuli to activate psychological senses.

We are here to help your content grow. Contact us here and avail our influencer marketing services today!

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