For Us Experiential Marketing Plays A Key Role In Conversion: Anika Agarwal, CMO Orient Electric

For us, the Experiential market plays a key role in conversion and that conversing happens on a physical shop front. Experiential marketing can be an aid when you go into high-frequency touchpoints to build awareness, said Anika Agarwal, CMO and Customer Experience Officer of Orient Electric at the launch of new product. 

Orient Electric Limited has launched Cloud 3 fan, a first-of-its-kind cooling fan powered by Cloudchill technology. Orient Cloud 3 not only delivers cool air but cools the space as well, making it a great choice for Indian households given the year-round hot temperatures.

With the launch of this lifestyle cooling solution, Orient Electric aims to reinforce its thought leadership in the category while meeting the aspirational needs of the consumers. 

When she was asked, how Orient Electric used experiential marketing in winning customers’ trust, she replied, “I want to see experience, touch, and feel the product. From a touch and field perspective, we have a significant focus in terms of displaying the right products and planograms at the retail counters. So, the customer walks into a retail outlet and he/she will be able to actually see and feel the product that they are going to buy, and that becomes an important decision point.” 

She further said that we actually focus on opinion stores where we have a demonstrator alongside because that helps customer in understanding how the product will benefit them in their lives.