Commenting on the rise of experience centres and their differences with traditional showrooms, SMU Assistant Professor of Marketing Shilpa Madan said the real difference is what the space lets people do. A showroom says, “Here is the product. Have a look”, while an experience centre says, “Come and try living with it for a while”. She noted that this helps consumers reduce uncertainty, personalise products to their needs and understand technical features without turning the visit into a lecture. Asst Prof Madan added that experience centres allow brands to position themselves as experts in the category, shaping preferences well before a purchase is made.
