Our brains are wired to react to sensory input before anything else. Before we process words or logic, we feel. The cool breeze on your skin or the crackle of a fire immediately triggers an emotional response. Brands are beginning to understand the science behind these sensory cues and are using sensory marketing to engage customers on a fundamental level. But what is sensory marketing, and why is it becoming such a crucial tool for businesses looking to make an impact?

1. What is sensory marketing?
Sensory marketing is a marketing strategy that involves engaging consumers through the five senses—sight, sound, smell, taste, and touch. By tapping into these senses, brands can create memorable, emotionally resonant experiences that influence consumer perceptions and behaviours. S.O.H specialises in sensory branding, helping brands build deeper emotional connections through carefully curated sensory experiences.
2. Why is sensory marketing important?
Sensory marketing is important because it allows brands to create strong emotional ties with their audience. By stimulating the senses, brands can evoke positive feelings and memories, making their products more memorable and their overall brand experience more enjoyable. Engaging multiple senses also helps brands stand out, creating a unique identity that goes beyond traditional visual branding.

3. What is a sensory marketing example?
A well-known example of sensory marketing in South Africa comes from the local grocery giant Woolworths. When you step into one of their stores, you’re greeted by the comforting aroma of freshly baked bread and pastries. This carefully curated scent is no accident—it’s a deliberate sensory experience designed to evoke feelings of warmth and homeliness, encouraging shoppers to stay longer and potentially make more purchases. Woolworths combines scent, visual aesthetics, and sound to create an inviting shopping environment, turning an ordinary grocery trip into a pleasant, memorable experience.
4. How does consumer behaviour affect marketing?
Consumer behaviour plays a huge role in shaping marketing strategies. Brands that understand how their audience makes decisions—whether it’s impulsively or after careful consideration—can tailor their sensory marketing efforts accordingly. For example, a luxury brand might focus on creating a calm, elegant atmosphere with soft lighting and soothing music, while a fast-food chain might use bright colours and upbeat music to encourage quick purchases.

5. How does sensation influence behaviour?
Sensation directly influences consumer behaviour by triggering emotional and psychological responses. For example, certain scents can evoke nostalgia or comfort, while certain sounds can energise or calm. These sensory cues subconsciously affect how consumers perceive a brand and influence their purchasing decisions. S.O.H helps brands leverage these insights to create environments that align with their desired customer reactions.
6. How do the five senses impact brand perception?
The five senses work together to create a holistic perception of a brand. For instance:
- Sight impacts logo recognition and visual appeal.
- Sound sets the emotional tone with music or auditory branding.
- Smell can be a powerful tool for memory recall.
- Touch influences how consumers feel about product quality.
- Taste is crucial for food and beverage brands to create a lasting impression.

7. How can scent be used in sensory marketing?
Scent is one of the most effective tools in sensory marketing because it has a direct connection to memory and emotion. A well-chosen scent can create a strong, positive association with a brand. For example, S.O.H offers bespoke scent marketing solutions that allow brands to develop a signature fragrance, ensuring that customers connect specific scents with their brand.
8. What role does sound play in creating a brand experience?
Sound plays a key role in shaping the customer experience. Whether it’s in-store music, voice-overs, or branded jingles, sound can evoke a range of emotions. For example, a soothing soundtrack can create a calm shopping environment, while upbeat music can energise and encourage faster decision-making. S.O.H provides custom audio branding solutions to help brands enhance their sound strategy.

9. How does visual branding contribute to sensory marketing?
Visual branding is often the first point of contact for consumers, making it crucial in sensory marketing. Consistent use of colours, logos, and design elements helps build brand recognition. Visual elements, when combined with other senses, enhance the overall sensory experience, creating a cohesive brand identity.
10. What industries benefit the most from sensory marketing?
Industries like retail, hospitality, food and beverage, and automotive benefit significantly from sensory marketing. These industries rely heavily on creating immersive, emotional experiences to attract and retain customers. However, any industry that wants to build a deeper connection with its audience can use sensory marketing to its advantage.

11. What are the challenges of implementing sensory marketing?
One challenge of sensory marketing is ensuring consistency across all sensory touchpoints. Brands must carefully select sensory cues that align with their identity without overwhelming or confusing consumers. Another challenge is measuring the success of sensory marketing, as the emotional impact of sensory experiences can be difficult to quantify.
12. How do multisensory experiences affect customer retention?
By creating immersive, emotionally engaging experiences, sensory marketing fosters deeper connections between consumers and brands. By engaging more than one sense, brands can create richer, more immersive experiences that increase customer satisfaction, repeat business, and stronger brand loyalty.
Now that you’ve discovered what sensory marketing is, it’s clear that it offers brands the opportunity to create these unforgettable moments by appealing to our senses—whether through a captivating scent, soothing sound, or visually stunning environment. What is sensory marketing but a gateway to deeper customer engagement? Contact S.O.H today to discover how sensory marketing can enhance your brand experience. Follow us on Facebook, Instagram, and LinkedIn to learn how our expertise can help you create a sensory marketing strategy that truly connects with your audience.