Sense of Place Turn your store into a sensory experience.

The scent of tea and baked goods fills the air inside Janam Indian Tea, andthe music of local artists plays quietly on a surround-soundsystem. While seated on furniture draped in sumptuous fabrics,patrons enjoy their food and drink from fine china. Deep, richcolors evoke the mood of an Indian tearoom-right in the heart ofJersey City, New Jersey.

"It takes you far away and makes it a complete teaimmersion experience," says owner Amy Dubin, 33.

MartinLindstrom, author of Brand Sense: Build Powerful Brands Through Touch,Taste, Smell, Sight and Sound, says the senses matter:Playing the right music can increase revenue up to 29 percent, theright smell up to 82 percent. He suggests you: