Nearly 60% of purchasing decisions are made in-store, where – unlike online – products can be evaluated beyond visual stimuli. How does our sense of touch impact what we buy? Canvas8 spoke with Zachary Estes, associate professor of marketing at the University of Bocconi, to find out.

Every beauty junkie strives to find that perfect lipstick, and getting a coveted Chanel shade for a fraction of the RRP feels like even more of an achievement. This mentality has given rise to dupe culture – but aside from the price, why would people settle for a knock-off instead of the real deal?

The average woman spends £18,000 on make-up in a lifetime. Beauty Pie – a ‘buyers’ club for beauty addicts’ – aims to help them make the most of their money, delivering products to buyers hot off the factory floor. But can an online shop with no ad budget hope to topple industry giants?

From the powerful roar of an engine, to the ‘snap, crackle, pop’ of a breakfast cereal, marketing campaigns that appeal to people’s senses often win big with customers. Now, research has found that different types of sensory experiences have varying effects on our purchasing behaviour.