The touch and feel experience is likely to break the clutter of campaigns and connect with the potential shoppers smartly. This explains Philips India’s strategy to open 45 exclusive experience zones in the Delhi and NCR. Christened Philips Lounges, these zones are being set up in the traditional as well as modern retail stores, which would educate shoppers and allow them to touch and feel products before deciding to buy them.

The impetus to start this kind of experience zone came from its consumer research which nbrand has taken this insight so seriously that it plans to rollout these zones across the country in a phased manner. Each centre is weaved around a category such as Lighting Lounge, Health Lounge and Lifestyle Lounge. The initiative is supported by local area communication activities.

Philips India’s other retail initiative is Philips Arena, a chain of Exclusive Philips Retail outlets, showcasing the entire consumer electronics range of products sold by Philips India. These stores are aesthetically designed to enhance the overall ambience focusing on consumer needs and also serve as the centre for test marketing products and technologies, gaining invaluable insights into consumer buying patterns and launching new marketing initiatives. As a part of its retail initiative, the brand involves executives who are not associated with store sales to walk into various stores and interact with customers directly.

The experience mode of introducing a brand is a smart way to make a lasting effect. Bose’s India-entry strategy in 1999 was primarily through experiential marketing. Bose’s stores prime role then was to educate and offer experience of its products to anybody with an ear for music. Every hour, people in groups, walked through the Bose experience—and walked out of the store with Bose subtly implanted in their minds.