Bridging Senses and Systems: Designing Multisensory User Experiences in Omnichannel Fashion Retail

Abstract

This study examines how multisensory experience design can support cohesive, human-centered user journeys in omnichannel fashion retail, with a focus on usability, user experience (UX), and human factors. In response to accelerated digitalization, online and physical channels are conceptualized as interconnected socio-technical systems with complementary roles: digital platforms prioritize efficiency and information access, while physical stores enable embodied, multisensory, and affective engagement. Sensory experience is proposed as a bridging mechanism that positions the store as a multisensory anchor within fragmented omnichannel journeys. The research is based on an integrative qualitative literature review spanning experience design, environmental psychology, marketing, multisensory perception, interaction design, ergonomics, and human–computer interaction, complemented by contemporary retail cases. Findings indicate that the orchestration of visual, tactile, olfactory, auditory, thermal, and spatial cues shapes emotional states, perceived comfort, spatial legibility, and approach–avoidance behavior, while also supporting usability, wayfinding, and cognitive ease. The study proposes a systems-oriented framework structured around sensorial modalities, omnichannel touchpoints, and experiential objectives, offering conceptual and practical contributions for future research and design practice.

Keywords: User Experience, Omnichannel Fashion Retail, Sensory-oriented Design, Framework

DOI: 10.54941/ahfe1008054