As brick-and-mortar retail evolves into a more experience-led channel of sale, brands are increasingly recognising the power of storytelling in shaping meaningful and memorable customer journeys. With over 18 years of experience, particularly in the jewellery and luxury segments, Shailja Pant Singh, Founder of Studio Narrative Arc, explains how creating the right narrative in-store can transform retail spaces from mere transaction points into immersive brand experiences.

Key Highlights:

• Mumbai-based Narrative Arc’s specialised work in visual merchandising, spatial design and brand storytelling.
• How storytelling through retail experiences and visual merchandising is more critical than ever
• Evolution of VM from being a finishing layer to becoming a strategic tool
• How storytelling influences conversion rates and customer lifetime value
• Key trends in visual merchandising and retail experience design in the coming years