This piece goes along with what we learn in marketing classes that a person is more likely to buy a product/convinced of a product when he can touch it rather then just smell or even only see it on a picture. However, the sensory experience can yet be a bigger differentiator as we become substantially more digital. Further, customer's touch points with a brand are opportunities to make a trustworthy relationship. Fast Company has an interesting article on this:

From handshakes to hardware, intimate signals constantly affect us in life. As the world becomes increasingly digital, we are losing many sensory signals that once moved us. Here's what can companies do to reclaim these touching moments. [...] We’ve come to depend on a whole new set of tones as we key in numbers on an ATM or a cell phone. [...] we need to find a way to compensate for the absence of touch.