An interactive retail experience helping customers visualize colours, materials, and lighting before making design decisions.
Choosing the right paint colour is one of the most challenging decisions in any home renovation project. While sample cards and swatches provide a starting point, they rarely help customers understand how colours will appear across an entire room or under different lighting conditions.
Aditya Birla Grasim Paints wanted to eliminate this uncertainty by creating an interactive retail experience where customers could confidently explore design possibilities before making a purchase.
The objective was to:
ImmersionX developed a MultiTaction-powered application that turned colour selection into an interactive home design experience.
Using marker-based interactions, customers explored virtual rooms and experimented with colours, materials, and lighting in real time.
The experience enabled visitors to:
The platform captured customer preferences and browsing behaviour, including colour combinations, room selections, flooring, and lighting choices.
This data was integrated into Aditya Birla Grasim Paints’ analytics ecosystem, providing insights into customer preferences and buying patterns.
The interactive solution helped customers confidently visualize their design choices before purchasing.
Visitors could see how colours, finishes, and materials worked together in realistic environments, making selection more intuitive and informed.
By combining immersive visualization, interactive technology, and data capture, ImmersionX transformed paint selection into an experience of exploration and discovery.
