EXPERIENCE COUNTS!

Walking into stores is not just about touch-and-feel and try-and-pay any more. A relaxing corner with couches to read a book, a dietician to tell you what to buy before you pick up any organic goodies and a salon to complete your new look when you purchase an apparel – that and much more is what it all encompasses. These belong to the new genre of experiential stores that are now making shopping fun, and not just transactional.

For instance, Fabindia’s recently launched Experience Centre in New Delhi not only hosts a complete range of clothing, home and lifestyle products, but also has an interior design studio, an organic Indian wellness centre, alteration studio, kids’ zone and a cafe. At the wellness centre, a diet counsellor advises customers on organic products they can buy, as well as a wellness room where you can get a head massage after shopping.

“We want to build stores where customers can engage with the brand; it should not be only about the product must also be about the experience,” says Viney Singh, Director and CEO, Fabindia Overseas. Fabindia plans to roll out 40 such centres across the country over the next 18 months.

Besides, Chinese smartphone maker Xiaomi is looking to replicate the efficiencies of its online business to offline sales through the launch of ‘Mi Home’ stores in India. Mi Home stores will offer all products that Xiaomi has launched in India and they plan to offer more internet-connected ecosystem products to the country in the future.

Select Mi Home stores will also feature an experience zone that will showcase products not launched in India. This gives people a feel of Xiaomi products and philosophy, while also gauging interest and receiving feedback on what products to bring to the Indian market, Xiaomi India managing director Manu Jain says.

Ultimately, it’s about experiencing the space and not just about selling the product.

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