Experiential marketing is the next big thing in the latest phase of competition of the Indian retail sector. Differentiated product and customer services have ceased to give a competitive edge and now marketers are targeting to offer a memorable experience to customers with the aim of creating satisfying encounters and generating greater loyalty from the patrons. This qualitative paper aims to identify and organize trends of experiential marketing followed by apparel retailers in India. This will act as the base for conducting further study on how to analyze the effect of these trends on the target market both from customer and marketer perspective. Experiential marketing has a lot of potential for the Indian market and has abundant scope of research in Indian context.
Volume 12 | 03-Special Issue