MYK LATICRETE has launched an experiential in-store marketing campaign aimed at improving consumer understanding of tile installation decisions at the point of purchase. The initiative has focused on shifting attention from tile aesthetics to the long-term impact of installation quality through immersive, technology-enabled engagement at retail counters.
As part of the campaign, the brand has introduced a virtual reality-based in-store experience designed for walk-in customers. The VR module has enabled customers to visually understand the difference between traditional cement-sand slurry methods and modern tile adhesive installation. Through a guided, short-format storyline, the experience has highlighted common installation challenges and demonstrated performance differences between conventional and adhesive-led approaches.
The campaign has been rolled out across 140 premium tile stores in Kerala and 39 premium retail outlets in Delhi, expanding consumer interaction at the retail level. The VR experience has been supported by dedicated QR codes placed alongside VR headsets at participating outlets, allowing customers to access a 360-degree immersive walkthrough lasting approximately two to three minutes.
In addition to the VR component, MYK LATICRETE has introduced a sensory-led in-store installation at select outlets. This setup has used sensors and audio cues to simulate tile cracking or popping sounds as customers approach tile display areas. The installation has been designed to interrupt routine shopping behaviour and prompt discussions between customers and retailers about installation durability and long-term performance.
The initiative has been supported by backend analytics to track engagement, with only fully viewed VR experiences being recorded. The campaign has been aligned with improving lead conversion at the ‘First Moment of Truth’ by integrating interactive demonstrations within the retail environment.
The in-store marketing effort has positioned MYK LATICRETE’s installation solutions within a technology-led retail education framework, with a focus on product understanding rather than promotional messaging.
Commenting on the initiative, Amarbir Palta, President Sales & Marketing, MYK LATICRETE, said, “Our vision is simple- to equip every architect, contractor, mason, retailer, and homeowner with the power to see the difference that science-backed tile installation makes. When you can virtually experience what goes wrong with low-cost shortcuts, choosing the right adhesive becomes instinctive.”
