Sensory branding takes centre stage as Indian retailers chase dwell time over sales per sq ft
Agency Concept Co. is building multi-sensory installations like 'Echoes of Fragrance' at Shoppers Stop Juhu, signalling a shift where physical stores compete on scent, sound and tactile cues. Luxury houses Gucci, LV, Jimmy Choo and Jo Malone are anchoring the trend as experiential differentiation replaces pure transaction metrics.
Sensory branding is gaining traction in Indian retail, with agency Concept Co. creating multi-sensory installations like 'Echoes of Fragrance' at Shoppers Stop Juhu, as physical stores prioritise dwell time and experiential differentiation over sales per square foot.
Why this matters
Builds on Shoppers Stop's 81% GSSBB surge to ₹426 cr driven by luxury fragrance, and offsets footfall pressure flagged in Q3 amid North India smog by deepening in-store experience.
Retail-brand signals steady at 1,823 over 90 days, with experiential plays gaining share of voice.