The recreation of experiences at the point of sale through sensory marketing

Marketing has evolved significantly in recent decades, with a growing emphasis on consumer emotions and perceptions. In this context, sensory marketing has emerged as an innovative discipline focused on multisensory stimulation (sight, sound, smell, touch, and taste) to influence purchasing decisions and strengthen relationships with brands. This approach allows companies to stand out in saturated markets by offering experiences that go beyond products, fostering emotional connections and long-term loyalty. Sensory marketing addresses the demand from consumers who value complete experiences over isolated products. This involves designing coherent and appealing environments that integrate sensory stimuli to create memorable experiences. In sectors such as retail, hospitality, and tourism, this strategy is essential for differentiation and building lasting connections. A study in three chapters analyzes the evolution, impact, and applications of sensory marketing. The first chapter traces its academic development, highlighting its diversification into areas such as neuromarketing and tourism marketing. It emphasizes how sensory stimuli influence perceptions, memories, and emotions associated with brands. The second chapter explores the impact of multisensory experiences on purchasing decisions, using theories such as the Stimulus-Organism-Response (SOR) framework. It demonstrates that integrating sensory stimuli enhances customer emotions, increasing satisfaction and purchase likelihood. A study conducted in Barcelona confirmed that companies implementing consistent sensory tactics achieve better results in sales and customer satisfaction. The third chapter focuses on the practical implementation of these strategies in retail businesses in Barcelona. Through cluster analysis, three levels of sensory marketing adoption were identified: limited, moderate, and advanced. The most advanced businesses, which strategically use multiple sensory stimuli, achieve higher loyalty rates and better commercial outcomes. This highlights the importance of integrating visual, auditory, olfactory, and tactile stimuli to create immersive experiences that emotionally connect with customers. Companies effectively implementing sensory marketing gain immediate benefits in sales and satisfaction, as well as long-term advantages in customer loyalty. Emotionally connected consumers are more loyal, less sensitive to competition, and contribute to a higher customer lifetime value, optimizing return on investment. Moreover, the study emphasizes the importance of exploring emerging technologies and complementary disciplines, such as neuromarketing, to further personalize experiences. In an ever-changing market, sensory marketing will remain a strategic tool to capture the attention of demanding consumers, create emotional impact, and strengthen brand relationships.