Demand for sensory branding rises with experiential retail

What does a fragrance sound like? This is not exactly the kind of question you would expect. After all, perfumes are meant to tantalise our sense of smell, not our sense of hearing.

But that's the idea that led to ‘Echoes of Fragrance’, an installation created recently by experiential marketing agency Concept Co for Shopper's Stop's Juhu store. The concept combined scent and sound to create an experience that encouraged shoppers to spend more time exploring fragrances.

“We wanted people to close their eyes and imagine they were in that world of fragrance,” says Ayush Bhandari, Strategic Business Developer, Concept Co. “It was almost like watching a 4D movie where you're hearing the scent and smelling the sound.”

While the installation may sound unusual, it highlights a bigger shift happening in retail today. Brands are no going beyond visual experience. They are looking at ways to make shopping more memorable and personal, by engaging the senses.

The play of sensory retail

According to Manvi Mehlawat, Director of Concept Co., sensory branding was still a relatively unfamiliar concept in India when the agency began exploring it nearly five years ago, largely with global luxury brands.

“We started with luxury brands that had already been embracing sensory experiences internationally. Over time, we've seen more Indian brands recognise that it's not just about how a store looks, but also about the experience customers have inside it,” she says.

As brands look for new ways to stand out in the market, sensory experiences are gradually moving from an experimental idea to a more considered part of the retail journey. “As an organisation, we always try to create something that hasn't been done before," says Kiiran Kondar, Co-Founder of Concept Co. “Every business objective is different, so every solution should be different too.”

The new challenge in retail

For years, retailers focused on getting people through the door. Today, the challenge begins after customers enter. As online shopping continues to dominate convenience, physical stores are being asked to offer something digital channels cannot. “Getting someone to spend a little more time with a product can make all the difference,” says Ayush.

This focus on dwell time is influencing everything from store layouts and visual merchandising to sensory experiences and customer journeys. Retailers are no longer evaluating stores solely by sales per square foot, they are also considering how a space engages consumers.

Ultimately, shoppers may forget a display or a promotion. What they tend to remember is how a place made them feel. And that is where physical retail still holds its greatest advantage. As Kiran puts it – “With all these efforts, the store becomes a story.”

Concept Co. began its journey 11 years ago in 2015 as a business consulting firm before evolving into an experiential marketing agency that helps brands create stronger connections with consumers through physical experiences. It has worked for Gucci, Louis Vuitton, Miraggio, Shoppers Stop, Jimmy Choo, Jo Malone, and more.