PurposeThe purpose of this paper is to present the multi‐sensory brand‐experience concept in relation to the human mind and senses. It also seeks to propose a sensory marketing (SM) model of the multi‐sensory brand‐experience hypothesis.Design/methodology/approachThis paper applies exploratory and explanatory approaches to investigating the multi‐sensory brand‐experience concept within the context of discovery. The qualitative study is built on primary and secondary data sources, including personal interviews with experts and managers.FindingsThe multi‐sensory brand‐experience hypothesis suggests that firms should apply sensorial strategies and three explanatory levels within an SM model. It allows firms through means as sensors, sensations, and sensory expressions to differentiate and position a brand in the human mind as image.Research limitations/implicationsA theoretical implication is that the multi‐sensory brand‐experience hypothesis emphasizes the significance of the human mind and senses in value‐generating processes. Another theoretical implication is that the hypothesis illustrates the shortcomings of the transaction and relationship marketing models in considering the multi‐sensory brand‐experience concept. It is worth conducting additional research on the multi‐sensory interplay between the human senses in value‐generating processes.Practical implicationsThe findings offer additional insights to managers on the multi‐sensory brand‐experience concept. This research opens up opportunities for managers to identify emotional/psychological linkages in differentiating, distinguishing and positioning a brand as an image in the human mind.Originality/valueThe main contribution of this research lies in developing the multi‐sensory brand‐experience hypothesis within a SM model. It fills a major gap in the marketing literature and research in stressing the need to rethink conventional marketing models.

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PurposeThe presented research aims to depict shoppers' touching behaviour in relation to the introduction of visual and olfactory sensory cues at point‐of‐purchase in a retail setting. In the field of retailing research, there is a paucity of knowledge on how visual and olfactory sensory cues impact on consumers' touch behaviour.Design/methodology/approachThe author presents a review of theoretically relevant work from retailing and consumer psychology, and an original study examining the impact of visual and olfactory sensory cues on consumer touch behaviour. The study was a field experiment in the glass department of the Swedish retailer IKEA. The design was quasi‐experimental with a convenience sample of shoppers assigned to a control group (n=451) and an experimental group (n=435).FindingsIn the reported study, the author finds significant differences between shoppers' touching behaviour in a manipulated point‐of‐purchase compared to a conventional one. The findings show that visual and olfactory sensory cues have a positive impact on shoppers' touching behaviour, purchase intentions and total sale.Research limitations/implicationsThe findings demonstrate that sensory cues exert a positive impact on consumers' desire to touch. Sensory cues frame consumers' affective responses and decision making through involving the sense of touch.Practical implicationsThe findings provide guidelines for managers of retail and service outlets, concerning the benefits of sensory cues in enhancing shoppers' touching behaviour at point‐of‐purchase.Originality/valueThe research demonstrates that the introduction of visual and olfactory sensory cues impact consumers' touch behaviour at point‐of‐purchase in a retail setting.

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