The sixth sense of retail: How sensory design unlocks ROI

At this year’s Autumn Fair, our Ambience Director Stephen Spencer took to the stage alongside Demi Pendakis, Fragrance Specialist and Founder of F.Y.G, to explore how the senses can drive real commercial results, turning everyday customer interactions into memorable, profitable experiences.

Stephen and Demi at Autumn Fair

Why the senses matter

When we talk about return on investment the focus often falls on tangible spend and measurable output. But at SS+A, we believe that lasting value comes from what we call Return on Excellent Experiences (ROEE), the commercial uplift that results when ambience, emotion, and environment are working together.

As Stephen and Demi discussed, research from Rockefeller University shows that customers remember:

• 5% of what they see

• 2% of what they hear

• 1% of what they touch

• 15% of what they taste

• and a remarkable 35% of what they smell

That means the most powerful connection a customer forms with your brand may not come from what they see on your shelves, but what they feel in the atmosphere around them.

Designing for emotion

Emotional connection is central to experience design. Columbia Business School research found that consumers value products 10% more when they are in a relaxed environment. As Professor Michel Tuan Pham put it;

“Your system thinks there is no threat in the environment. As a result, you tend to perceive various things as more desirable.”

In other words: when the environment feels right, everything in it feels worth more.

The scent of success

Demi shared how his own business, F.Y.G (Find Your Glow), was founded on the emotional power of fragrance - inspired by a childhood memory of figs in his grandmother’s Greek garden. Today, he helps brands of all kinds translate that emotional potency into commercial fragrance strategies, from hotel lobbies to gyms, theatres, and retail spaces.

Simple scents, it turns out, are often the most effective. Research from Washington State University found that single-note scents like citrus or pine can increase spending by as much as 20%, while Nike discovered that adding a floral scent boosted purchase intent by 84% and dwell time by 80%.

Fragrance doesn’t just set the scene, it tells a story, stirs memory, and anchors emotion.

A holistic sensory experience

At SS+A, we see ambience as the 'sixth sense', the feeling a customer gets when the entire experience delivers on a brand’s promise. That includes sound, sightlines, storytelling, and even the textures and tastes that define a space.

When these elements are curated intentionally, they don’t just attract customers, they increase dwell time, value perception, and loyalty. It’s why we talk about designing for the emotional journey, not just the physical one.

Bringing ambience to life

A standout example comes from The Newt in Somerset, where every detail - from signature scent to countryside soundscape, natural materials, and maker storytelling - has been orchestrated to create an authentic, multi-sensory encounter. The result? A destination that guests not only visit, but remember and return to.

The takeaway

Harnessing the senses isn’t an indulgence, it’s an investment. The best retail, hospitality, and visitor experiences today are built on an understanding that emotion drives behaviour, and ambience drives return.

As Stephen put it during the session;

“Most of your costs are already sunk, but using the sixth sense can help you unlock a much higher return on what you’ve already invested.”

If you’d like to explore how sensory design can enhance your own space or brand experience, we’d love to talk.

Get in touch with us to discuss how we can help you measure, and maximise, your Return on Excellent Experiences (ROEE).