Crafting Experiences Beyond Transactions
The Indian retail sector is undergoing a structural change as experiential trends take centre stage. No longer confined to traditional notions of commerce, retail spaces are becoming immersive environments that are urging consumers to embark on a journey rather than go beyond mere transactions.
Influence of Experiential Designs
Today, brands are investing in creative store layouts, aesthetically pleasing displays and interactive elements to enhance customer engagement.
In an era dominated by a competitive market, Vanda Ferrao, Chief Marketing Officer, WOW Skin Science believes that traditional static advertising falls short of making a lasting impact. She states, "The key to fostering brand loyalty is crafting unique, immersive experiences that forge genuine connections with our consumers".
On the experiential front, Ferrao highlights, "For us, experiential design is not just a marketing tactic; it is the lifeblood of building enduring relationships with our most valuable asset – our customers."
The role of experiential designs nowadays extends to creating memorable moments that resonate with consumers, fostering a sense of connection and loyalty to the brand.
Lisa Mukhedkar, Founder and CEO, Aukera Jewellery reinforces this by actively engaging with women to understand design preferences and address pain points.
She underscores, "We believe that making the retail experience extends beyond the products and retailers should pay meticulous attention to store design and customer education. We have also crafted pop-ups and Trunk shows, which are miniature versions of the store, and not just showcases of jewellery. These experiences are holistic and provide a sneak peek into the brand, generating excitement and anticipation for a visit to our store which we have observed has increased footfalls.”
Tech Redefining Engagement
The infusion of technology into retail spaces is revolutionising the way consumers interact with products and brands. From providing virtual try-ons to interactive screens offering personalised recommendations, technology is playing a crucial role in elevating the shopping experience.
Mukhedkar believes that technology is not merely a tool for convenience; it's a fundamental cornerstone in the pursuit of providing customers with assurance and transparency.
She asserts, "Technology in retail experience is where innovation meets authenticity, ensuring that the journey with the brand is not just about the product but also about unwavering commitment to trust and excellence."
Mukhedar further explains that Aukera Jewellery allows customers to distinguish between mined and grown diamonds, empowering them to make purchases with unparalleled confidence and ease.
Nonetheless, Augmented Reality (AR) and Virtual Reality (VR) have also emerged as game-changers in the retail sector, allowing consumers to visualise products in real time or experience virtual walkthroughs of stores from the comfort of their homes. This integration of technology has seen an enhancement in customer engagement as well as in driving sales, going beyond ordinary experiences.
Ferrao emphasises the transformative power of emerging technologies for crafting memorable brand experiences. She asserts, "AR and VR enable customers to better visualise products, identify use cases, and interact with products." She further adds, "By facilitating more meaningful and impactful engagement, these technologies empower the company to craft compelling experiences for their customers."
Sustainability as a Focal Point
From eco-friendly store designs to the promotion of sustainable products, sustainability has become a focal point for brands shaping their retail spaces. Brands adopting green practices are witnessing an enhanced perception among customers, leading to increased brand loyalty.
According to Maneesh Krishnamurthy, Head of Marketing, Titan EyeWear, the brand is embracing sustainability by digitising elements of the customer experience on its mobile app.
He states, "Titan Eye+ is taking the most significant parts of this experience to our app including the digitisation of bills, prescription, order tracking, insurance and our latest offers. Given our scale of business, that’s a lot of paper saved which will impact the environment positively."
Beyond digital innovations, Krishnamurthy shares that on the product front, the brand introduced collections under the Fastrack brand, crafted from sustainable materials such as castor seeds and recycled acetate, reflecting the brand's responsiveness to evolving consumer preferences, particularly among GenZ consumers.
