How to Touch Your Customers: Sensory Marketing

Our decision to buy doesn’t always begin in the brain. Sometimes it starts with our fingers.

At least, that’s the promise of sensory marketing. In this emerging discipline, sometimes called neuromarketing, businesses use the five senses to create an interaction between customer and product, the hope being that a sensory reaction will deepen customers’ devotion. At its most literal, it’s a scratch-and-sniff sticker on a bottle of body wash—but the subtler promises of sensory marketing are getting packagers’ attention.

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