Sensory marketing: what it is, benefits, and key examples

Reaching the customer through music that generates a feeling of well-being and is associated with the brand; through a specially designed scent for those visiting a point of sale; or through a space designed so that the experience goes beyond the purchase… Welcome to the era of sensory marketing, a tool to connect with customers and boost sales.

The marketing world closes 2024 with record figures, showing that it is a consolidated sector that continues to add value to the bottom line. Among current trends with growth potential in the coming months, sensory marketing stands out as an essential tool to differentiate from the competition by generating sensory and emotional experiences in users. How? Read on…

What is sensory marketing?

We are dealing with one of the areas within marketing that relates to the senses. So how can sensory marketing be defined? Here is what it consists of:

• Creating experiences associated with a brand, company, product, or service.
• Using the senses to generate positive feelings in the user, focusing on sight, smell, hearing, taste, and touch.

For this, marketing relies on three scientific insights:

1. People make decisions based on both reason and emotion, and emotions can be influenced through the senses.
2. Around 90% of purchases are made subconsciously.
3. Associating positive feelings and sensations with a company generates beneficial effects in the relationship between consumers and brands.

Sensory marketing is present across many industries: fashion and beauty, food, automotive, tourism, transport, and more. In this article, we will explore specific cases that show how these techniques are applied and their potential benefits.

Benefits of sensory marketing for companies and users

The advantages of this approach are numerous and directly impact business performance:

• Attracting potential customers by creating positive experiences.
• Building loyalty among existing users.
• Strengthening brand image through pleasant sensory associations.
• Bringing the brand closer to its audience.
• Differentiating from the competition.
• Enhancing the perceived value of products and services.
• Creating a sense of belonging to a community.

It is recommended to focus on one or two senses at most within a single sensory marketing strategy to maximize results. Depending on which senses are activated—smell, taste, or hearing, for example—outcomes may vary. Below, we explore each type in detail.

Types of sensory marketing

There are 5 forms of sensory marketing today, each linked to a specific sense. All are effective, but it is important to choose the most suitable one depending on the objectives and target audience of the product or service:

Visual marketing

Creating emotions through sight, the sense through which we receive around 80% of environmental information. How?

• Layout of elements at the point of sale.
• Color palette associated with a brand.
• Colors chosen for a specific product.
• Deciding between simplicity or ornamentation.

Taste marketing

Especially used in the food and beverage industry, with actions such as offering free samples in stores or at home so consumers can try a product.

Olfactory marketing

Smell is one of the most powerful senses for sensory marketing strategies. Associating a specific fragrance with a brand—whether food-related or not—is a valuable strategy to generate emotions and connections with consumers: calm, joy, nostalgia, or evoking memories and experiences.

Auditory marketing

Hearing also plays a key role. Options range from creating brand jingles that stay in users’ minds (as seen in companies like Mercadona or tourism and toy brands) to using existing music that resonates with the target audience. It also includes choosing background music in physical stores and other actions.

Tactile marketing

Letting customers try products in-store (fashion, beauty, etc.), or offering free samples of lotions, creams, perfumes, and similar items. This is tactile marketing—and it often delivers excellent results.

Examples of sensory marketing

At this point, it is important to highlight the role of professionals specialized in marketing and communication. Sensory marketing is a key subject for those pursuing a career in this field. For this reason, EAE Business School Barcelona offers several specialization programs, including the Master in Marketing and Commercial Management, the Master in Digital Marketing & Growth Hacking, and the Master in Marketing Management. These programs include real-world examples of current strategies, providing students with practical insight. Some key cases include:

• Starbucks, which scents its cafés with the aroma of freshly brewed coffee and baked cookies.
• Coca-Cola, which has long associated the sound of opening a can or bottle with refreshment, along with visual cues like bubbles and pouring liquid (auditory and visual marketing).
• Sephora, which allows customers to try products in-store and offers beauty advisors who even provide in-store makeovers so customers can experience the products firsthand.
• Zara: Inditex stores are a great example of sensory marketing. The subtle music creates a relaxed atmosphere, while minimalist design and neutral colors (white and grey tones) focus attention on the clothing.

These are just a few examples of sensory marketing, but nowadays it is enough to look around to see that almost all brands use these strategies. With a well-planned approach, sensory marketing attracts customers, builds loyalty, and creates lasting emotional connections that position brands as leaders in their industry.