The article highlights the relevance of User-Centered Design in the context of physical retail, exploring the importance of sensory stimuli in the customer experience. With a multidisciplinary approach that unites different disciplines, the study seeks to understand how these stimuli can benefit brands and companies in attracting and retaining customers. Faced with the growing migration of consumers to digital platforms, the survival of physical stores, especially those of small and medium-sized enterprises (SMEs), requires distinctive actions. These actions involve, for instance, the creation of meaning and value through sensory-oriented experience design. The study, exploratory in nature, aims to formulate a problem and collect information about the phenomenon, bringing together a variety of concepts and methodological approaches from different eras. The anthology presented provides an integrated view of the theme, helping professionals and SMEs better understand the evolution of thinking about the sensory experience in physical retail from the perspective of User-Centered Design and its intrinsic relationship with Human Factors.