Croma Store Experience

Enhancing the In-Store Buying Process for Tech Enthusiasts

A store experience that blends digital interaction with physical retail to help customers explore and buy electronics effortlessly.

industry

Retail & E-commerce

Services Provided

UX Research

UX/UI & Digital Product Design

PLATFORMS

Mobile app

BUSINESS TYPE

B2C

Overview

Croma is a leading consumer electronics retail chain in India with a rapidly evolving omnichannel presence (online and physical). By Infiniti Retail Limited, a subsidiary of the TATA group, the brand sought to elevate its physical store experience by integrating digital touchpoints.

THE Challenge

Navigating Complexity

Reimagining Retail Through Connected Experiences

With a vast product catalogue and high footfall in physical stores, Croma needed to transform the in-store journey through blending digital and physical touchpoints. A video needed to be shot to make discovery, testing, and purchases feel intuitive, informative, and engaging.

our Approach

The Method Behind Magic

Our Strategic Design

To ensure a smooth project flow, we followed the STEP process. An acronym representing Soak, Think, Execute, and Proof.

Decoding the Ecosystem

A 360° View

We studied existing store layouts, customer browsing patterns, and interactions with display units and stores. A few pain points were revealed, such as information gaps, limited exploratory touchpoints, and difficulty is navigation.

From Shelf to Screen

The UX audit assessed physical and digital touchpoints across the store, highlighting opportunities to improve product exploration and digital engagement. Insights shaped recommendations for interactive in-store participation and guided navigation.

We interviewed store customers and sales associates to understand in-store browsing behaviour and the challenges of product discovery. We understood how shoppers interact with digital and physical touchpoints across the store

Tech Needs Confidence

Customers want reassurance and clarity while purchasing electronics, especially for high-value products.

Croma Influences Decisions

Croma plays a key role in shaping purchase decisions by offering expert guidance, hands-on demos, and trusted product comparisons.

Shopping at Croma

Customers value a guided, informative, and confidence-driven in-store experience that helps them choose the right products without feeling overwhelmed.

We identified online marketplaces and tech-selling retailers such as Amazon, Flipkart, and Reliance Digital’s online platforms as indirect competitors.

The platform emphasises collaboration with user groups and invitations, allowing users to work together on research.
Offline access and cross-device sync are critical for learners.
They made support and guidance accessible at multiple touchpoints.

Direct competitors included Reliance Digital, Vijay Sales, and offline electronics shops.

Clearly presented product information, such as specifications and pricing, helps customers make faster decisions.
Strong emphasis on showcasing best-selling and flagship products.
Clear pricing, offers, and feature highlights simplify in-store comparisons.

Core problems

Although most aspects of product information were displayed, the gap was still there. Shoppers lacked easy access to detailed product information while browsing.
Store flow and touchpoint communication didn’t fully support exploratory buying behaviour.
Digital and physical experiences were not consistently integrated.

Key Opportunities

Introduce connected digital interfaces with physical stores to assist discovery and product comparison.
Create contextual guidance to help users navigate zones and categories.
Bridge online and offline inventory visibility to reduce friction at decision time.

Solution

Connected Store Experience for Shoppers

In-store design with digital layers lets customers explore products through interactive displays.

Guided Interactions, Better Decisions

Smart touchpoints and intuitive interfaces helped customers understand specs and compare options easily.

Video Explainer

Customers learned to find, compare, and purchase products through an interactive video.

Form Meets Function

Designing Engaging Interfaces

Visual and interaction design reflected Croma’s modern, tech-forward identity, using clean layouts, dynamic screens, and accessible UI elements that align with the brand’s physical retail ambience.