From Sight to Scent The Power of Multi-Sensory Retail

In today’s digital-first world, can physical retail still compete? Or is its future rooted in something deeper, something sensory? 

In this episode of Game of Attention, David Banks and Stephen Renou explore how multi-sensory experiences are reshaping retail. From emotional triggers and scent marketing to the power of authenticity and in-store innovation, they reveal why engaging all the senses isn’t just a tactic, it’s a survival strategy. 

Q: In an increasingly digital world, do you believe physical retail can truly compete using sensory experiences, or is it a losing battle against online convenience? 

David: Retail is more important than ever. We’re still human, we build relationships, we feel emotions, and it's hard to replicate those through a screen. Convenience is key, but we live in a world moving at speed, bombarded by information. That’s why I talk about the "phygital" world, the blending of physical and digital. 

You can’t touch, smell, or taste online, at least not yet. That’s why physical spaces are becoming more experiential. Trying something on, touching it, experiencing it, that’s still important. Yes, some consumers are comfortable ordering multiple sizes online and returning what doesn’t fit. But others, particularly older generations, value physical stores. These spaces must offer something more than function to survive, they must create meaningful experiences. 

Stephen: Agreed. Mixed reality is on the rise, Google just relaunched Google Glass, and soon there won't be a clear divide between digital and physical. During COVID, everyone predicted the death of physical retail, but that didn’t happen. Humans are tactile. Shopping is still a sensory experience; we’re hunter-gatherers at heart. 

Look at Apple. They don’t rely heavily on traditional advertising. Instead, they invest in physical stores. People want to talk to Apple experts, try products, and learn. That proves smart brands understand the value of physical retail. And formats are evolving too, Future Stores, for example, are like social media in real life: flexible, screen-led environments you can set up in a week. 

Q: Do you think there’s potential for a resurgence in physical retail if it becomes more experience-driven rather than transactional? 

David: It has to. Experience-based retail, especially multisensory, is essential for survival. Martin Lindstrom’s research shows sensory branding can drive up to 70% impact. We crave immersive environments that spark emotional and nostalgic connections. 

Think about the Minecraft movie. My daughter loved it, not because of its cinematic quality, but because it resonated with her generation. It made the experience communal and interactive, like Rocky Horror has done for decades. These ritualistic, emotional engagements with a brand are what make them memorable and long-lasting. 

Stephen: Absolutely. The role of stores is changing, not disappearing. I recently saw a pop-up tattoo parlor with a massive queue, young people weren’t just buying, they were experiencing. These events become social content - TikToks, selfies, memories. 

Luxury brands like Dior and Louis Vuitton are investing in experiential spaces, cafés, art installations, because physical interaction, especially for younger audiences, still holds massive appeal. Social and physical are now intertwined. 

Q: What techniques have you seen or used that evoke emotion through an environment or product presentation? 

Stephen: Two things: sensory load charts and borrowed memory structures. A sensory load chart helps identify which senses matter most in a category, for example, taste for soda or touch for denim. It's a great tool to prioritize sensory investments. 

Borrowed memory structures are also powerful. Corona owns the "sunset on a beach" association. It taps into a universal memory and feeling. They’ve consistently embedded that emotional moment across every touchpoint. That’s brilliant branding. 

David: The classic bakery example, venting aromas onto the street to draw people in, still works. I've used multisensory scales and built 300-point systems to measure environmental impact at key moments of truth. 

Inspired by P&G’s concept of the first moment of truth (on shelf), second (performance), and third (emotional connection), I assess how a product connects with the consumer's head, hands, and heart. From flavor development to packaging, you must consider age, life stage, and ethnicity. These deeply influence preferences and emotional triggers. 

Q: How would you tailor emotional triggers for different demographics or cultural markets? 

David: You must understand generational language and expectations. Personalization is now expected consumers want to be spoken with, not at. It's about relevance, tone, and values. Tools like social listening and algorithms help decode these insights. 

People say one thing and do another. You need to bridge that gap with real understanding and that often comes from unspoken emotional cues. 

Stephen: Younger audiences demand authenticity. If you're fake, they’ll call you out and post about it. Cultural relevance matters more than a hard sell. You need to integrate into their world, collaborate, and speak their language. 

Q: Do physical moments of truth still hold the same power they used to, and how do they compare to digital interactions? 

Stephen: Absolutely. Physical touchpoints like packaging at shelf still matter, but now we’re layering on digital content in-store, screens, interactive signage, in-store heat mapping. These are measurable, adaptable by daypart or demographic. It's exciting and evolving fast. 

David: Technology allows us to track heatmaps, eye contact, traffic flow, even freezer light interactions. But performance isn’t just clicks or reach. It's about passion, repeat purchases, and advocacy. 

Metrics like user-generated content and reviews drive trust and decisions. If your brand doesn’t emotionally connect, intellectually (head), physically (hands), and emotionally (heart), you won’t win in the long term. 

Q: Are there challenges in aligning creative messaging across physical and digital environments? 

David: Authenticity is key. If your brand feels consistent, whether in a store, online, or in the metaverse, you’ll build trust and connection. 

Stephen: Messaging needs to be adapted, not copied. Think in terms of fixed brand assets and flexible messaging. It would be dull to repeat the same message everywhere. Understand each channel's role and tailor messaging accordingly while keeping the brand sticky and consistent. 

Q: How do you measure the success of multisensory campaigns? What key metrics tell you it’s working? 

David: We track standard metrics; engagement, NPS, click-through, but real success includes advocacy and emotional connection. You can’t always quantify that. I’ve used biometrics, eye-tracking, and even VR to measure responses to aromas or lighting for airlines. 

You can also gather qualitative data via reviews, social media, post-experience surveys, and social listening. Consumers want to be heard. Make it easy, and they'll tell you how they feel. 

Stephen: Clients want proof of return on investment, especially in the current economy. Sales are key. But for experiential, we also measure attendees, user-generated content, and data capture. 

One example: a campaign called "DM the DJ" where people at a live event could send song requests via Instagram. It combined physical experience and digital data collection—a perfect fusion of channels and measurable engagement. 

Q: Do sensory campaigns tend to drive more long-term loyalty or short-term conversion? 

Stephen: Sensory campaigns build brand memorability and emotional affinity. While activations may give short-term sales spikes, the real value is long-term differentiation. 

David: Yes, memorable experiences drive loyalty. You need the short-term hits, but long-term success comes from consistency, authenticity, and delivering on your promises. If you cut corners on taste, quality, or messaging, loyalty fades. It’s a delicate balance, especially as brands scale. 

 This conversation has shown that attention isn’t just visual, it’s emotional, physical, and still deeply human. Thank you to our incredible experts for an insightful discussion on the future of multisensory retail. 

Watch the full episode above or listen on Spotify here.