The competition within the retail industry enters a hot stage. In order to please customers, retailers are using variable methods to strive for market share. Some goes for big advertising investment, attractive campaigns and non-stop promotions. When these are not enough, increasing customer added-value by providing pleasant shopping experience becomes a useful way for retailers to differentiate themselves and provide a unique brand experience. In addition, it has also been recognized that customers of today want to be enticed by emotional elements where relationships can be created; making it vital to understand the components of emotional character that attracts and affect the behavior of customers, influencing their perception. Based on this, a new marketing technique, sensory marketing, has emerged, which stimulates the five senses of human (visual, sound, scent, touch and taste). By this paper, we aim to discover what sensory marketing is; why it becomes a part of retail industry; and how it is applied in branding a product to enchant consumption and provide of long term sensory mark on the customers' mind. Some implications for retailers seeking to adapt to a changing of the consumption trend will be also inserted in the main content of the paper.