In a world where brands strive to stand out, creating a memorable customer experience is no longer optional—it’s essential. The recent IGNITE Live session hosted by IPOS explored the value of sensory brand activations in building lasting emotional connections with consumers. Here are some key takeaways on how brands can engage multiple senses to enhance customer loyalty and drive business growth.
The Rise of Multisensory Brand Engagement
Brands are moving beyond traditional visuals to create a holistic sensory experience. Tim Nash, who leads the IPOS Ignite pillar, and Sam Lloyd, IPOS’s founder, explained that by tapping into multiple senses—sight, sound, touch, smell, and taste—brands can foster stronger emotional connections with their audiences. Research suggests that engaging three or more senses in a single activation helps deepen brand recall and builds long-term loyalty.
Creating Immersive Retail Experiences
In today’s retail landscape, immersive experiences are a game-changer. Examples such as Jellycat’s themed pop-ups, which use sights, smells, and textures to bring their brand to life, illustrate the power of sensory-driven brand storytelling. By integrating sensory elements unique to each location, like a coffee shop in a fashion pop-up or wrapping products in brand-themed paper, brands offer a tailored experience that resonates deeply with consumers.
Sensory Marketing Beyond the Storefront
While physical spaces offer ideal opportunities for sensory engagement, brands are increasingly exploring digital and virtual environments. For instance, Burberry combined physical store experiences with virtual brand elements on platforms like Roblox, demonstrating how digital interactions can complement sensory experiences in-store. By offering both, Burberry provides a cohesive brand journey that extends beyond its physical spaces.
The Role of Relevance in Sensory Activations
Not all sensory elements suit every brand, and Tim and Samm emphasised the importance of aligning sensory cues with brand identity. For example, introducing a scent or coffee bar may be fitting for a lifestyle brand but may not work for a high-fashion label without a similar connection. Aligning sensory elements with brand stories is crucial for an authentic, impactful experience.
The Growing Demand for Tactile and Interactive Elements
In a post-COVID world, consumers crave tactile and interactive elements more than ever. Tim and Samm discussed how touch and texture can significantly enhance brand experiences. From textured store interiors to interactive displays, tactile elements keep consumers engaged, leading to longer in-store dwell times and more profound brand connections.
Looking Ahead: The Future of Sensory Activations
Looking forward to 2025, we predicted a stronger focus on bespoke, location-specific activations. The goal is to keep experiences unique yet interconnected, making every encounter feel personal and intentional. Brands embracing this approach stand to gain, as consumers increasingly seek engaging experiences beyond standard retail interactions.
Key Takeaways
- Engage Multiple Senses: Combining three or more sensory elements enhances brand recall and loyalty.
- Keep It Relevant: Align sensory elements with your brand’s identity to create authentic connections.
- Make It Interactive: Tactile elements and interactive setups drive longer dwell times and deeper engagement.
- Blend Digital with Physical: Use digital platforms to support and expand sensory experiences beyond the store.
These insights underscore the value of sensory experiences in retail. For brands willing to innovate, sensory-driven activations provide an exciting path to deeper consumer connections and brand loyalty. Join us for the next IGNITE Live session in December, where we’ll explore the trends shaping the future of retail strategies for 2025 and beyond.
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This topic was discussed on one of our recent IGNITE Live! events. Click the video below to watch again.