Yep, we have a new marketing term to add to our lexicon: sensescaping. And even if you aren’t familiar with the word, you’ve probably experienced sensescaping countless times. Like when you walk into a clothing store that combines loud music, dim lighting, and strong cologne to create a distinct atmosphere. With that feeling fresh in your mind, let’s talk about sensescaping in marketing.
What is Sensescaping?
Sensescaping, also known as sensory marketing or sense marketing, is a type of marketing that appeals to the five senses—sight, smell, touch, taste, and hearing—to influence consumer behavior. At its core, sensescaping is the art of crafting multi-sensory experiences that engage consumers on a deeper, more emotional level.
Sensescaping goes beyond traditional advertising that incorporates sight and sound. It also uses smell, touch, and even taste to connect with consumers. By creating immersive environments that appeal to multiple senses, brands can create more memorable and impactful experiences that resonate with consumers long after the interaction
Why is Sensescaping in Marketing Important?
Put simply: the consumer landscape is changing. Today’s consumers want authenticity and connection. They crave authentic and engaging experiences; they don’t want to just passively receive information.
Sensescaping delivers that type of experience. By tapping into the power of the senses, brands can create environments that evoke specific emotions, memories, and associations, which build connection and loyalty.
How Can I Use Sensescaping in Marketing?
Here are some key ways to implement sensescaping in marketing:
- Retail Experiences: Imagine walking into a clothing store and being greeted by a subtle, signature scent, soft music, and textures that invite you to touch the fabrics. This is sensescaping in action. By carefully curating the sensory environment, retailers can create a more inviting and engaging shopping experience that encourages browsing and purchasing.
Examples: Abercrombie & Fitch and Starbucks
- Product Design: Sensescaping isn’t limited to physical spaces. It can also be integrated into product design itself. Consider the satisfying click of a high-quality pen, the smooth texture of a luxury phone, or the very recognizable scent of a new car. These sensory details contribute significantly to the overall product experience and influence consumer perception.
Example: Apple products
- Digital Experiences: Sensescaping can play a role, even in the digital realm. While tactile and olfactory experiences are limited online, brands can still leverage visuals and auditory elements to create more immersive digital environments. Think interactive websites with captivating visuals, ambient soundscapes, or even ASMR-inspired content that triggers a sense of calm and focus.
Example: Michelob Ultra Super Bowl Commercial with Zoe Kravitz whispering and tapping the bottle.
- Events and Activities: Experiential marketing is already a powerful tool, and sensescaping elevates it to a new level. By incorporating sensory elements into events and activities, brands can create truly unforgettable experiences that leave a lasting impression. Imagine a product launch that features not only demonstrations but also customized scents, textures, and even tastes that complement the product being showcased.
Example: Disney Parks – the sights, smells, and sounds
Sensescaping in 2025
In 2025, sensescaping in marketing will no longer be a niche strategy but a core component of successful marketing campaigns. Brands that embrace this trend will be better positioned to connect with consumers on a deeper level, build stronger brand loyalty, and ultimately drive business growth. Ignoring the power of the senses is no longer an option – it’s time to embrace the future of marketing.
Ready to incorporate sensescaping in your 2025 marketing strategy? Let us help! Reach out to our team of marketing experts and start making deeper connections with your customers.