The transition from mere purchasing of goods to shopping has resulted in the
growth of modern retailing in India. This is further fuelled by westernization
and rapid urbanization processes and well supported by technological
developments. In today’s hyper competitive scenario, Companies spend
more than three quarters of the money and time on customer acquisition and
retention. In such a challenging scenario, the need for strategic thinking and
innovative retailing practices takes the centre-stage. The term ‘Experiential
Retailing’ is simply the retail version of the concept ‘Experiential Marketing’
that deals with connecting customers with your brand through one or
more meaningful and relevant experiences while appealing to both
rational and emotional behavior. This paper attempts to explain and
explore the possibilities of how experiential retailing can be specifically
applied into real life retail situations with five basic design principles
with examples from the Indian market.

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