In the era of development where technology and price have become almost similar for every player across sectors, design continues to be the true differentiator of the leaders from the followers. The need and desire to stand out not only in the crowd but to shine v/s the competition is leading to a never before kind of focus on design. This focus spans from designing the basic product to the platform for display whether its at an exhibition or a retail outlet or for that matter any point of contact with the customer. A key element to this entire process being developing a synergy between the company's ethos and its customers perceptions of the value that they expect from the product or service.
The experiential marketing initiatives leverage design to create an ecosystem where the customer feels comfortable and thus is an important instrument for creating a good shopping experience. The industry though a bit fragmented and in a developing phase, is growing at a rapid pace developing and exceeding its own benchmarks every single day.