Categories Name : Retail Media
Sub-Category : Best Retail Media Innovation (Format / Placement / Integration)
Campaign Name : Sound Beyond the Screen: 200,000 Virtual Demos That Redefined Online Audio Shopping in India
Turning Sound Into a Shoppable Experience
The Soundbar Store proved that even the most experience-dependent categories can thrive online — when the digital experience is engineered to replicate, not just represent, the product. Across a 6-month performance window, the store delivered category-defining results for all five participating brands.
Engagement & Experience
The store attracted 1 million+ shoppers, with average time-on-store reaching 50 seconds — 2× the industry norm — and peaking at 124 seconds during sale events. Scroll depth hit 61% versus a 40-50% platform benchmark, confirming genuine content engagement. The hero innovation — India's first Virtual Sound Demo — generated ~200,000 interactions, with 95% of users who activated the soundbar toggle progressing to experience the subwoofer, and 81% completing the full surround sound journey.
Conversion & Commercial Impact
Educated shoppers converted at 20-25% higher rates than standard platform performance. Average basket sizes grew 20-40% larger — proving that when shoppers understand the technology, they confidently choose premium. Most strikingly, pages before purchase dropped by 30-60%, demonstrating that the store's educational architecture replaced multiple steps in the traditional consideration journey. Engagement depth per shopper was 15-40% deeper than category norms.
Scale & Efficiency
The store drove 2.1 million product page visits across both phases, with Phase 1 (Build) achieving a cost-per-view of ₹5 versus ₹8 benchmark — 37% more efficient. CPM landed at ₹40 versus ₹120 benchmark — a 67% efficiency gain. Overall marketing ROAS averaged 6× across the full brand portfolio, with individual brand performance ranging from 3X (Sonos) to 10X (JBL).
Category Effect
Branded searches across all participating brands saw a 2× sustained lift post-launch — spiking 5× at go-live and settling at 2× during business-as-usual periods. This sustained lift confirms the store built durable demand, not just campaign-period traffic.
The Multi-Brand Validation
Every single brand — from mass-market boAt to super-premium Sonos — outperformed their BAU benchmarks, validating that a category-destination model serves the entire ecosystem better than isolated brand stores.