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How IACs are Transforming the Retail Landscape - From the Lens of Experiential Marketing



Drooling over amusement parks and other family-friendly zones? You're not alone. The increasing prevalence of indoor entertainment centers in India is indicative of the power they wield in creating gratifying experiences.

Today's business landscape characterized by fiercely competitive market demand retail brands take into consideration the customer buying experience and that ‘something extra’ which is offered to them in order to make their mark and succeed. It is here that experiential marketing comes into play.

What is experiential marketing?

Experiential marketing involves creating a wholesome, well-rounded, and memorable experience for consumers while interacting with a product or service. Furthermore, experiential marketing has the potential to excite consumer emotion to favor a specific brand. The environment created that shoppers should have about a particular brand has everything to do with the positive or negative associations shoppers should have about it. Setting and set are key components of experiential marketing, as with so many things in life. It employs innovative methods to evoke an emotional response in consumers.

As the retail landscape continues to evolve, indoor amusement centers (IACs) are becoming an increasingly popular option for retailers looking to drive experiential marketing campaigns. IACs offer a unique combination of family-friendly entertainment coupled with engaging customer experiences that are difficult to replicate in traditional retail environments.

The emergence of Indoor Amusement Centers

The Indian economy has been on an upward spiral, which has bolstered the purchasing power of its citizens. This newfound wealth is quickly being funneled into experiences rather than material possessions. We are living in the digital era which is swarming with fun and leisure activities you can do online, and physical space is almost nonexistent. Our digitalized world is the new normal, given the unprecedented historical and social circumstances we live in. Let's not forget, however, that nothing compares to sharing moments in real time and space with those we love.

With the concept of “quality family time” being the backdrop, the relevance of experiential marketing has continually increased, and ‘indoor amusement centers’ popularly known as IACs are an integral part of this trend. Whether it's for a marketing event or as a way to attract customers to a store or a mall, an indoor amusement center can offer an inclusively diverse experience to customers.

Indoor amusement centers (IACs) are popping up all over the country in an effort to tap into this trend. IACs provide a much-needed break from the hustle and bustle of everyday life in India. Hygiene, safety, and high standards of IACs offer a safe and controlled environment for adventure mongers.

IACs are not just for kids; they are becoming increasingly popular with adults as well and the rise of the same could be credited to the advent of experiential marketing in India. Companies are realizing that IACs are a great way to connect with consumers on a personal level.

That brings me to the question if you were to shop, what is that 'extra' you would look for? Besides shopping or eating out, you might just want to enjoy some quality time with your family on the weekend in a more relaxed & creative manner. As an answer to these ever-evolving needs, indoor amusement centers (IACs) in India are experiencing significant growth, and experiential marketing is one of the key strategies elevating the same. These centers offer a variety of games as well as other forms of enjoyment including arcade games and bowling alleys that engage families and let them bond better over a quality game.

The trend isn't going anywhere...


IACs are brilliant outing options for families, nuclear and extended alike. Going by the IACs trend, we are certain it's here to stay!

The indoor facility is equipped with toys, games, and equipment for children to play, it employs the highest safety standards, and offers an atmosphere filled with happiness and vigor. Here there’s never a dull moment with your toddler.

In some shopping centers, you can find incredibly extravagant features, which include indoor ski slopes, indoor theme parks, water parks, zoos, science centers, shooting ranges, and underground shark dives. These areas also host captivating events, like birthday party celebrations, or in some cases, corporate functions like promotions, shows, or summer workshops musical performances, and the list is endless for indoor amusement areas which are brimming with infinite potential.

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