During my first sales job in the late 90s, I attended the Scanpack trade fair in Gothenburg. The sales manager had a brilliant idea: we would bake Danish pastries on-site using a bake-off machine. The idea was that the enticing aroma would draw visitors to our stand. One of my tasks was to bake the pastries so that a delightful scent spread through the exhibition hall. I can proudly call myself something of a pioneer in multisensory marketing! ;)

Today, physical retail must develop experiences to remain relevant in the digital era. Its greatest advantage is the ability to create customer experiences that engage the senses and strengthen brand connections.

Multisensory marketing works

I quickly learned that multisensory marketing works! Its fundamental principle is simple: the more enjoyable an experience is for the customer, the more likely they are to spend time and money. When the experience is tied to a product or brand, it can directly influence purchasing behavior.

Extensive research shows how sensory impressions affect consumer behavior and brand building. One of the most well-known advocates of this field is Martin Lindström, who emphasizes activating multiple senses simultaneously— the more senses engaged, the stronger the effect.

Visuals, sound, scent, taste, and touch all play crucial roles in enhancing customer engagement and driving sales.

Practical applications in sensory marketing

Transforming scientific principles into practical solutions is an art in itself. In our work, we use a concept called the multisensory hub, where we combine different sensory experiences into tailored solutions for stores and advertisers. These solutions are flexible and allow for brand changes without major modifications.

The simplest Multisensory hubs can be placed on store shelves or checkout points, where light, images, sound, and scent work together to capture customer attention.

In larger spaces, such as supermarket entrances, Multisensory hubs can reinforce brand presence throughout the customer visit.

On a larger scale, stores can create permanent promotional areas using Multisensory hubs, allowing brands to showcase their products in a fully immersive experience environment.

Future Perspectives

The potential for multisensory marketing is vast. It is likely that what seems innovative today will soon become a natural part of store environments. As multisensory experiences are seamlessly integrated into the shopping experience, customer engagement will improve, and the role of physical stores in omnichannel strategies will be further strengthened.

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We interviewed the storekeeper Markus Ranne of K-Supermarket Hertta at Herttoniemi, Helsinki about results of multisensory marketing. Watch video about his thoughts about the Multisensory Hub and our cooperation.