The rapid development of e-commerce has brought great opportunities for experiential retailing practices, but also faces the challenge of sustainable development. Under the background of experiential retailing, this paper constructs a model of the influence of sensory marketing on customer loyalty from the three dimensions of sensory marketing, brand relationship quality and customer loyalty, and constructs a structural equation model based on the partial least squares method, and selects enterprise A, which mainly engages in coffee products, as the research object, to investigate the influence mechanism of sensory marketing on customer loyalty by the method of questionnaire data analysis. The results of the study show that among the four dimensions of sensory marketing, only action experience can directly have a positive effect on customer loyalty, while the three dimensions of sensory experience, emotional experience and thinking experience can indirectly have a positive effect on customer loyalty by having a significant positive effect on brand relationship quality. When brand relationship quality is introduced, the influence of sensory marketing on customer loyalty decreases, verifying the mediating role of brand relationship quality between sensory marketing and customer loyalty. The research in this paper makes a theoretical foundation for marketing strategies such as enhancing customer loyalty and customer sensory experience, and suggests managers to market corporate brands from the perspective of senses such as sight, smell and taste.