As a result of the changes that have taken place over the past hundred years, it can be concluded that companies are today in the most exciting and enlightened era of business mode development. This is one of the reasons why brands have to stand out, assert uniqueness, and establish identity as never before. When designing marketing communications, product or service is no longer enough to present only visually. Nowadays, to make the product exceptional, all aspects of human perception and senses should be considered. Sense of smell is one of our most significant senses directly linked to the part of our brain (hippocampus) that plays a crucial role in how we associate with memories and places. Sense of smell can send us instantly back to a childhood memory and make our brain immediately re-live happiness. The main aim of this paper is to find out how scent influences consumers in certain shoe stores and to introduce the possibilities and ways of using sensory marketing in communicating with targeted customers. Main hypothesis is that buyers will spend more time, have better buying experience and buy more if they are exposed to a certain fragrance. Scent branding is also an ethical issue since the sense of smell is the only sense we can’t actually turn off. The thesis is focused on two competitive multi-brand shoe stores from shopping centre ZTC located in Rijeka. First examined shoe store is ShoeBeDo, and the second examined shoe store is Deichmann.