The purpose of this thesis is to explore to what extent different styling elements can be used within a retail store and how sensorial cues can affect customers buying behaviour by creating a multi-sensory brand-experience. Further, this project aims at contributing to the development of new knowledge regarding a multi-sensory brand-experience through the performance of an experiment. A quantitative research method with a deductive research approach has been used for this study, where theoretical concepts have been described and from which a number of hypotheses have derived as means to test the theoretical framework. In order to test our hypotheses, a research strategy in the form of experiments has been performed in the computer department at Media Markt, Kalmar. General assumptions have then been drawn from the analysis of the results in order to provide sound recommendations for marketers regarding sensory marketing in general and foremost the multi-sensory brand-experience.   The result of our study shows that it is beneficial for marketers to use styling elements and sensorial cues as means to connect with customers and enhance their emotional response. The study also shows that a combination of the sensorial cues of sight and sound together contributes to an experience that is positive and memorable for the customers. Additionally, the results of this study shows that a combination of these sensory cues leads to a change in customers behaviour and create approach behaviour through awareness of products that otherwise could be missed.

Vetskapen om att människans fem sinnen, syn, ljud, känsel, lukt och smak, kan påverkas genom att stimuleras på olika sätt har tagits i beaktning vid utformningen av marknadsföringsverktyget kallat sinnesmarknadsföring. Sinnesmarknadsföring beskrivs som ett framväxande paradigm inom marknadsföringsområdet. Stimulering av sinnena kan bidra till skapandet av helt nya sinnesupplevelser för kunden i den fysiska butiksmiljön. En butiksatmosfärs utformning som har sin utgångspunkt i människans fem sinnen kan påverka kundens beteende och skapa konkurrensfördelar. En stor mängd av den forskning och de studier som genomförts inom ämnet sinnesmarknadsföring undersöker hur kunden blir påverkad av olika sinnesstimuli och hur sinnesstimuli kan användas. En kunskapslucka gällande hur sinnesmarknadsföring faktiskt används i fysiska butiksmiljöer inom detaljhandelsbranschen identifierades. Syftet med den här uppsatsen är att skapa förståelse för hur mikroföretag använder sinnesmarknadsföring i den fysiska butiksmiljön. Vid insamlingen av empiriska data användes en kvalitativ metod och fem intervjuer genomfördes med butiksägare eller anställda som ansvarar för utformningen av en butiksmiljö inom detaljhandelsbranschen. Resultaten visar att flexibilitet är ett nyckelord när det kommer till mikroföretagens utformning av sinnesupplevelser i butiksmiljön. Det har även framgått att vid utformandet av butiksmiljön prioriteras i huvudsak strategier gällande tre av de fyra sinnena som undersökts i denna studie; syn, ljud och känsel. Den styrande faktorn som påverkar arbetet med sinnesupplevelserna i butiksmiljön är visionen för hur butiksatmosfären ska vara och upplevas av företagets kunder. Slutsatsen är att mikroföretag trots sin ringa storlek kan skapa och anpassa sinnesupplevelser utifrån de egna förutsättningarna och sin vision för butiksatmosfären för att differentiera sig. / The knowledge that the five human senses; sight, hearing, touch, smell, and taste, are affected in different ways by stimulation has been taken into account in the making of the marketing tool called sensory marketing. Within the marketing area, sensory marketing is described as an emerging paradigm. Stimulating the senses can lead to the creation of entirely new sensory experiences for the customer in a physical store environment. A store atmosphere based on the five human senses can affect the customer’s behavior and create competitive advantages. A large amount of the former research and studies made on sensory marketing focuses on how the customer may be affected by different sensory cues and how sensory cues can be used. A gap in knowledge has been identified regarding how sensory marketing is actually used in a physical retail store environment. The purpose of this thesis is to create a deeper level of understanding in regard to how micro-enterprises apply sensory marketing in their physical store environment. The empirical data has been collected adopting a qualitative method and five interviews have been conducted with business-owners or employees that are in charge of the environment in a retail store. Results show that flexibility is a keyword in regards to how the micro-enterprises creates the sensory experiences in the store environment. It also showed that when the store environment is created, three of the four senses studied in this thesis are prioritized; sight, hearing and touch. The determining factor that affects the creation of the sensory experiences in the store environment is the vision that states how the store atmosphere should be and be perceived by customers of the company. The conclusion is that although the micro-enterprises may be small in size they can create and adapt their sensory experiences based on their own conditions and their visions for the store atmosphere in order to differentiate themselves.