MYK LATICRETE, considered to be among India’s most popular brands in tile and stone installation solutions, has launched an in-store engagement program for customers in tile retail counters across the country in an effort to change the way customers think about tile installation decisions at the point of purchase. The move can be considered a turning point in category innovation since it will draw customers’ attention beyond tile selection to installation’s long-term impact.
As a part of this initiative, MYK LATICRETE has launched an in-store experience based on virtual reality for walk-in customers. The virtual reality module enables the customers to see the difference between the age-old cement-sand slurry techniques or methods of tile adhesives when compared to the modern tile adhesives. The virtual reality experience involves wearing a virtual reality headset that walks them through a step-by-step procedure of the challenges faced in the installation processes of modern tile adhesives.
The initiative has been rolled out across 140 premium tile stores in Kerala, along with 39 premium retail outlets in Delhi, thereby enabling consumer engagement at the retail level in large numbers.
Building on the VR-led experience, MYK LATICRETE has also introduced a smart, sensory-led installation at select outlets to reinforce the need for proper installation choices. Designed as an attention trigger within the store environment, the installation employs discreet sensors and audio cues that simulate the sound of tile cracking or popping as customers move towards tile display areas. This unexpected sensory moment disrupts routine buying behavior, sparks curiosity, and encourages meaningful conversations between customers and retailers around long-term installation performance.
In response to this initiative, Mr. Amarbir Palta, President Sales & Marketing, MYK LATICRETE, stated their vision is simple- to equip every architect, contractor, mason, retailer, and homeowner with the power to see the difference that science-based tile installation makes. When you can virtually experience what goes wrong with low-cost shortcuts, making the right adhesive decision instinctual.
As a part of the in-store experience led by VR, the participating stores offer a QR code next to a virtual reality headset that allows customers to scan and enter a 360-degree immersive environment, where through a storyline lasting 2-3 minutes, they are shown the common problems faced in cement-sand laying, such as tile mismatch, debonding, tile popping, etc., versus the superior laying and bonding by MYK LATICRETE tile adhesives.
The VR experience, unlike conventional posters, catalogues, or even static displays, offers a larger-than-life interactive product demonstration that can enhance emotional engagement and visual recall manifold. This initiative is hence systematically planned to enhance adhesive infiltration, improving lead conversion at the ‘First Moment of Truth.
To ensure performance-led execution, the initiative is supported by real-time backend analytics that monitor unique scans at each outlet-only fully viewed experiences are counted.
This bold retail innovation reinforces MYK LATICRETE's positioning not only as a product manufacturer but as a technology-driven leader and educator in the tile-and-stone installation industry.
For preview of the VR-led in-store experience, watch the video here: https://www.youtube.com/
