Multi-sensory marketing

Sensory marketing is a set of marketing techniques that aim to use the senses to influence consumer behaviour and the way they make purchasing decisions. This paper discusses companies' sensory marketing practices, the role of the reasons in consumer perception, and how companies create their approach through reaction analysis. This type of marketing is based on the assumption that consumer behaviour is more influenced by affective impulses concerning the cognitive component and is part of a broader trend of personalization of brands with which it is possible to establish an empathic connection. It communicates with consumers through the senses of sight, hearing, taste, smell, and touch (or a combination of several of them) through characteristic colours, smells, tastes, music, sound effects, and the like. Increasingly intensive work is being done to create an immersive experiential experience, to establish more reliable connections with clients. The paper, on numerous examples, analyses how this marketing method works, its advantages and disadvantages, as well as the ethical issues that surround this issue. Sensory marketing significantly improves customer loyalty to a product or service, contributes to brand shaping, and a better understanding of the target consumer group.