Page 267 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising Pavitar Parkash Singh, Lovely Professional University

Notes Unit 14: Experiential Retail

CONTENTS
Objectives
Introduction

14.1 Brand Experience – Brand-centric to Customer-centric
14.1.1 Brand-centric to Customer-centric
14.2 Experience Design – Beyond Visual Merchandising

14.3 Generation C — The Changing Consumer
14.4 The Magic of Augmented and Mixed Realities
14.5 Experiential Retail – The New Retail Scenario
14.6 Summary
14.7 Keywords

14.8 Review Questions
14.9 Further Readings

Objectives

After studying this unit, you will be able to:

 Describe the Brand Experience—Brand-centric to Customer-centric
 Discuss the Experience Design—Beyond Visual Merchandising
 Discuss about the Generation C—the Changing Consumer
 Explain the Magic of Augmented and Mixed Realities

 Describe the Experiential Retail—the New Retail Scenario

Introduction

People will forget what you said, people will forget what you did, but people will not forget
how you made them feel.

A brand is a collection of perceptions in the mind of the consumer. Brand is the “name, term,
design, symbol, or any other feature that identifies one seller’s good or service as distinct from
those of other sellers.” The best experiences are inspired by great stories. The Brand Experience
can help your brand be there in a real space. It also supports in making real connections with real
people.

Example: Coca Cola which belongs to the Coca-Cola Company.

A brand is the most valuable fixed asset of a Corporation.
In this unit, we will study about brand experience—brand-centric to customer-centric, experience
design—beyond visual merchandising, generation C—the changing consumer. We will also
study the magic of augmented and mixed realities, experiential retail—the new retail scenario.

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