Sensory Marketing in Retail: Why Not All Five?

Senses are the physiological capabilities within organisms that provide inputs for perception. The present article talks about how the five senses play vital role so far as customers' preference and purchase decisions are concerned. In the current scenario, the retailers are imbibing just two or three senses into their services in order to generate favorable emotions and feelings towards them and trying to make them closer to the customers. But this strategy has become common; therefore some unique practices need to be adopted in order to be the market leader. With the help of a primary study done in five major retail stores in Pune city, an attempt has been made to highlight the importance of including all the five senses into the services of a retail outlet. The paper concludes that a retail outlet with all the five senses becomes a lively store, and hence an asset not only to the retailer but to the customers as well.