Experiential Centers are the ‘New-Age’ Marketing drivers in India, according to marketing experts.
The goal of this strategy is to create a pleasant and intimate relationship with the customer that will live on in their minds. How they spent their time, and how it shaped their perception of a brand.
Brands recognize the value of experience centers as a long-term competitive advantage since they are intangible in the sense that they cannot be replicated or imitated.
Every brand is attempting to adopt this strategy while keeping in mind the unique selling proposition, experience, emotional connection, or stimulation they aim to instill in their target audience. The goal of this technique is to create a meaningful experience that will engage consumers in meaningful ways.
For a long time, brands have been giving consumers a wonderful experience, whether it’s M&M’s 25,000 square foot store in Times Square selling candies and items on three levels or Apple‘s famed Fifth Avenue store in New York City.
Because of the Covid-19 pandemic, marketers have had to rethink or capitalize on their experiential marketing by shifting it online. Since lockdowns are being loosened and people are stepping out, brands are being driven to expand their experiential offerings in a physical sense through brick-and-mortar stores/outlets.
Remote access to experience is a delightful treat, prompting brands to create an increasing number of experience stores, which are here to stay.
Customers are fascinated by brands that rely on experience centers for many reasons.
1. Today’s consumers are astute. They will read and review products online if the industry does not disclose details about them. Transparency is essential.
2. It’s critical to provide new product categories or technologies with a tactile experience.
3. Because they are making an expensive investment, a substantial portion of the brand’s audience still wants to touch and feel the product.
4. People’s perceptions of trust remain positive. Consumers are more likely to trust a brand that has an online store as well as a physical location.
5. Buying with caution is becoming a new trend. Because there is so much information available online, about 60-70 percent of today’s shopping decisions are determined before people leave their homes.
The Way Forward:
Because an ‘Experience Center’ is supposed to leave a lasting impression, spaces that provide a family experience, events, and pop-up shows that brighten a dreary day, while also allowing the brand to immerse its visitors without pressuring purchase, appear to be the ideal medley for the urban economy.
Experience centers, in contrast to aggressive, hard-sell marketing tactics, provide customers a respite and enable them to be themselves.
The way forward is to develop curated venues that fit the brand, style, and audience — art installations, coffee shops, themed events, and innovative technologies, as well as a museum-like walk-through section – where potential buyers may judge and experience the brand on their terms.
Follow and connect with us on Facebook, LinkedIn & Twitter
