How experiential technology is revolutionising consumer engagement

Experiential technology in retail stores is transforming the traditional shopping experience by integrating advanced digital solutions such as augmented reality (AR), virtual reality (VR), interactive touchscreens, and AI-driven personalization. These technologies enable customers to visualise products in their intended environment, customise options in real-time, and engage with brands on a deeper, more immersive level. This not only enhances customer satisfaction but also drives sales and brand loyalty by creating memorable and engaging in-store 

In a world where experiential digital technology is rapidly transforming traditional business practices, companies like Experiential Etc are at the forefront of this change. We recently had the opportunity to speak with Karan Bhardwaj, CEO of Experiential Etc, about a groundbreaking project they are working on with Asian Paints, as well as the challenges and innovations they face in the tech landscape.

A game-changing project for Asian Paints

Talking about the groundbreaking project that experiential etc did for Asian Paints, Karan said "We are currently collaborating with Asian Paints to revolutionise how dealers and distributors interact with products. The project includes setting up interactive displays in their offices where users can visualise products, change colour codes in real-time, and integrate these colours on walls through augmented reality (AR). Additionally, we are replicating the entire Asian Paints website into a touch-screen display for easy navigation by visitors.

This project exemplifies how technology can enhance consumer experience by providing a hands-on, immersive way to interact with products before making a purchase. Such experiential setups are more common in Western markets, but their introduction to the Indian market marks a significant step towards elevating consumer expectations and engagement."

Impact on consumers

Highlighting how such a technology creates an impact on consumers, Karan said, "These technological advancements are designed to elevate the consumer experience. While Indian consumers traditionally don't expect such high levels of interactivity, taking inspiration from Western and European markets can help bridge this gap. The ultimate goal is to enhance the consumer experience, which in turn increases the return on investment for brands.

Initially, these advanced technologies were seen as gimmicks, but now, businesses recognize their underlying value. By providing an elevated shopping experience, brands can not only engage consumers more effectively but also save costs and improve overall efficiency."

Ensuring seamless operation

Technology with such high end aspects requires a lot of tending and expertise. Talking about how he ensures seamless operation with such high end technology, Karan said, "One of the critical aspects of implementing such advanced technology is ensuring its seamless operation. While the technology itself is robust, the high level of interaction in markets like India can lead to wear and tear. Therefore, regular maintenance is crucial to ensure longevity and performance.”

“We place a strong emphasis on user-friendliness. Complex technology can lose its appeal if it's not easy to use. By designing intuitive and straightforward interfaces, we ensure that even users with minimal tech knowledge, such as older generations, can interact effortlessly."

Overcoming development challenges

"Developing cutting-edge technology comes with its own set of challenges. There is often a gap between what brands want and what they can articulate. This can lead to unrealistic timelines and evolving deliverables. However, our team is adept at navigating these challenges by closely collaborating with clients and continuously adapting to their needs."

Balancing cost and ROI

"One of the significant hurdles is convincing brands of the value of these advanced technologies, especially in a price-sensitive market like India. This remains a challenge. Despite the higher costs of technologies like digital and holographic displays, their superior performance justifies the investment. However, educating clients about this value proposition is an ongoing effort."

Innovative SaaS products

“We have also recently launched four new SaaS products:

1. X-Scanner: A pick-and-learn technology that provides detailed information about products.

2. X-Accessorize: A virtual try-on tool with AI integration that allows users to make payments through the platform.

3. X-Navigator: A real estate walkthrough tool that enables users to change colours and visualise spaces in real-time.

4. X-Visualizer: An AI-driven tool that identifies products and provides comprehensive information about them.

These products are designed to offer seamless, interactive experiences across various industries, further cementing our position as a leader in experiential technology."

"We at Experiential Etc are pioneering the integration of advanced technology into consumer experiences. By focusing on user-friendliness, continuous innovation, and effective maintenance, we are setting new standards in the Indian market. Our work with Asian Paints and the launch of new SaaS products showcase our commitment to transforming how consumers interact with brands, ultimately driving higher engagement and ROI.

As technology continues to evolve, companies like ours will play a crucial role in shaping the future of consumer experiences, bridging the gap between traditional practices and modern innovations."