Retailtainment: What It Is, Why It Matters, and 6 Examples

Retailtainment is all about making shopping more than just picking up stuff, it’s making it an experience, a fun and memorable adventure.

Retailtainment is a smart way for businesses to stand out, attract more customers, and keep them coming back. Studies show that Retailtainment is a game-changer, with 80% of consumers saying they are more likely to purchase a positive experience.

In this guide, we’ll break down the basics of Retailtainment in simple language.

Get ready to discover why Retailtainment is not just a buzzword but a key strategy that businesses are using to make shopping an unforgettable adventure!

Short Summary:

• Retailtainment combines shopping with entertainment for an engaging experience.
• Studies show 80% of consumers are more likely to purchase after a positive Retailtainment experience.
• Successful examples include IKEA, Huda Beauty, Hermes, Macy’s, Marvel, and Space Ninety 8.
• Benefits include increased traffic, differentiation from competitors, longer customer engagement, loyalty building, and offering breaks for shoppers.
• In the COVID-19 era, retail technology and Retailtainment are essential for safe and enjoyable shopping experiences.

What is Retailtainment?

Retailtainment is all about combining shopping with entertainment to create a more engaging and enjoyable experience for customers. Coined by sociologist George Ritzer in 1999, it involves using sound, ambiance, emotion, and activities to draw customers in and enhance their mood for shopping.

As per AIScreen research, Retailtainment combines entertainment with shopping, and when paired with digital signage software, it increases store visits and sales by 30%.

As online world shopping grows, in-store retailers face tougher competition and use retailtainment as a unique marketing strategy. This can range from simple activities like coloring tables for kids to more elaborate events, in-store cafes, online ordering kiosks, or virtual reality devices. If you’re looking to incorporate such immersive experiences into your business model, having a solid event venue business plan can help structure these initiatives effectively.

As online shopping gains ground, we stand as the ally for in-store retailers, offering unique and interactive elements that capture attention and enhance the joy of shopping.

Difference Between Retailtainment and Experiential Retail?

Retailtainment and experiential retail both aim to make shopping fun. But, experiential retail takes it up a notch by making an emotional connection with customers. This emotional bond can make people stick with a brand and come back for more, making it a big deal in the retail world.

Why is Retailtainment Gaining Importance for Modern Retail Businesses?

Modern retail isn’t just about selling stuff; it’s about telling a story and making shopping interactive. Experiences stick in people’s minds longer than regular ads.

A study found that retailtainment and close-up brand experiences grab people’s interest. Combining tech with retail fun is the future, helping stores know their customers better and making sure people come back for more.

With AIScreen, we transform retail spaces into vibrant hubs where every visit becomes more than a transaction it becomes an experience. To explore this concept further, check out our article on what is phygital.

Examples of Brands Leveraging Retailtainment & Experiential Marketing

Big or small, all kinds of stores are using retailtainment to give customers more than just shopping. Now, let’s check out four of my favorite examples.

1. IKEA

IKEA is a well-known name for a reason – it’s like the ultimate retail therapy! The store is made for everyone as soon as they walk in.

But, IKEA is not just a store; it’s like a cultural powerhouse! In their Brooklyn store, they made a tiny home of 391 sq. feet. It’s like a real home but super small, showing customers how the things they like would look in their own space.

2. Huda Beauty

Huda Beauty, a big beauty brand, did something amazing in Covent Garden, London. They set up a cool pop-up store to launch a new product called Mercury Retrograde eye-shadow palette.

In the pop-up, customers felt like they were in outer space, giving them a super cool experience while checking out the new eye-shadow palette.

3. Hermes

In January 2021, the fancy French design house Hermes organized a cool event in Dubai at Alserkal Avenue. It was all about diving into the world of creativity and celebrating design.

At the Carré Studio, the main part of the event, visitors got to meet the artists who made the awesome designs. They could also learn how to tie a perfect scarf and even show off their singing skills at Carré Ok. It was an experience that surely made people want to come back!

4. Macy’s

STORY at Macy’s is like a retail store adventure with brands like MAC Cosmetics, Crayola, and Levi’s Kids.

It started as a cool store that changed its stuff every few months, following themes like ‘Love,’ ‘Remember When,’ and ‘Holidays’ for new products. After seven years, Macy’s fully took over Story and gave it a fresh start in 2018.

5. Marvel: Avengers S.T.A.T.I.O.N Provides Ians with an Interactive Brand-Building Experience

The Avengers S.T.A.T.I.O.N. is like a super cool exhibit that’s traveled around the world since the first Avengers movie. It’s been in places like New York, Seoul, Paris, Beijing, London, and Las Vegas, and always draws big crowds.

Based on the Avengers movies, the store has real movie stuff and fun displays. They sell Marvel stuff, but the main goal isn’t just selling T-shirts and mugs. It’s all about giving fans an awesome in-person experience and making the brand come alive.

The Avengers S.T.A.T.I.O.N. is a great example of making shopping fun and exciting. Even though Marvel is already super popular, they use retailtainment to keep making their customers happy beyond the movie screen.

6. Space Ninety 8: Showcasing the Art of Retailtainment

Space Ninety 8 comes from Urban Outfitters and is not just a regular store. It’s a big space with 5 floors where different stores, galleries, and even a rooftop restaurant and bar share the same place.

Looking at their Instagram, you can see they offer more than just shopping. They have yoga classes, album signings, art classes, and even Lady GaGa stuff.

They made a store that suits the flexible way we live now, making it all about the experience and mastering the art of making shopping fun.

Types of Retailtainment Campaigns: 

1. Oldies But Goldies – Instore Sampling

Trying out new stuff for free is always a hit! When there’s a new product, and you get to test it without paying, that’s cool. It’s not super fancy, but it still works and gets people interested!

2. NFC, Beacons, Bluetooth

Use tech that recognizes customers right when they come in. This way, you can give them a special experience tailored just for them. Customizing things is the secret to making experiential marketing work well!

3. Enhanced Product Display 

Make sure your store includes things that grab customers’ attention using their senses. Whether it’s how things smell, look, sound, or feel, using a mix of these makes customers remember your products better.

Like when Jo Malone showed scents visually or when a supermarket used a robot to make products and talk to customers.

Who Can Benefit from Retailtainment?

Retailtainment goes beyond creating fun memories; it also offers practical benefits for shoppers. Things like in-store cafes, phone charging stations, and touch-screen kiosks make shopping more convenient.

For busy parents, retailtainment, like indoor playgrounds, keeps kids entertained, making shopping easier. Some forms even provide education or extra services, like in-store classes or product repair help desks. These benefits encourage customers to return and can boost sales for stores.

Retailtainment not only entertains customers but also adds value, making it a win-win for both shoppers and digital signage retail.

3 Great Examples of Retailtainment Campaigns:

House of Vans 

Imagine a cool spot for young people, full of art, music, BMX, street culture, and fashion. At the House of Vans in London, you can shop, but it’s also a great place to just chill with friends. It’s not just a store; they have a cinema, cafe, live music venue, and even ramps for fans.

Vans knows its audience and does marketing in a way that brings people together and gets them excited to buy stuff. They’re doing experiential marketing well!

Toms VR

Nowadays, with COVID-19 hitting regular stores hard, customers must know how a company is making a positive impact. TOMs nailed it by using VR tech.

When customers put on VR headsets, they get to experience TOMs mission of helping the world. They were taken to Peru, seeing locals happy and kids getting their first pair of shoes. It’s a cool way to show customers the good things a company is doing.

Farfetch Store of the Future

Farfetch knew tech was the future of stores and cool experiences were the future of advertising. They made something amazing for customers using augmented reality.

In their London store, they had screens, smart mirrors, and sign-in stations. Customers could check their shopping history and wishlists. It’s like fast online shopping mixed with the fun of a boutique store.

We understand that it’s not just about technology; it’s about crafting an environment where the lines between online and in-store blur, creating a space where shopping becomes an immersive adventure.

Farfetch has set the stage for the store of the future, and at AIScreen, we’re excited to be part of this journey, shaping the narrative and redefining how brands engage with their customers.

Why Should You Include Retailtainment in Your Store?

In the tough world of retail, regular stores need to stand out and keep up with online shopping. Offering retailtainment gives customers a reason to choose your store. It’s not just a place to shop; it becomes a fun destination. So, people are more likely to come in, enjoy themselves, and spend money.

Benefits of Retailtainment

Let’s talk about why retailtainment is great for your business and how it can make things better:

• Bring in more customers: Fun experiences attract more people. If your store offers exciting things to do, more folks will want to come and check it out. Some might just come for the entertainment but end up buying something.
• Sets you apart from the competition: In a world of many stores, the experiences you provide make a big difference. If your store is interesting and enjoyable, it stands out from the others, even online shops.
• Keeps customers around longer: When your store is fun, people will spend more time there. The longer they stay, the more chances you have to sell them things.
• Builds loyalty: Great experiences turn customers into fans of your brand. They come back for more and tell others about it.
• Offers a place to take a break: Shopping can be tiring. Giving customers a place to rest in your store can make their experience more positive. When they’re ready to shop again, they’ll be more energized.
• Makes interactive spaces: Letting customers try out your products is a great way to boost sales. When they touch and use your products, they can better picture using them every day. You can also host classes or demos to teach them more about your products.
• Understand customer habits: When customers interact with your products, you can see how they use them. This helps you create more experiences they might like, such as classes on using your products. Watching customer habits also gives you info on their decisions and priorities, helping you make better marketing plans.

How Does Retailtainment Drive Consumer Experience?

Four key things make a customer’s experience awesome:

1. Engagement: What customers see and feel in the store stays with them even after they leave.

2. Authenticity: Cool and original ideas make customers feel like they’re in a whole new world.

3. Personalization: Customers feel like the experience was made just for them.

4. Dependability: Customers trust the brand and see it as better than other competing businesses.

Soft Play Can Provide a Family Retailatinment Experience

Enhance your shopping experience for families by adding an indoor playground to your store or retail center. Soft Play offers safe and customized play structures for kids of all ages and spaces of any size.

Whether you have a small store or a large retail center, Soft Play can design play areas ranging from toddler spaces to themed playgrounds and adventure experiences.

Beyond traditional playground equipment, Soft Play provides extras like musical and imaginative play elements, along with fully interactive activities. One exciting option is Stomp, a competitive and interactive game for the whole family, involving stomping, running, and jumping.

Elevate your retail venue with Stomp or other playful ideas from Soft Play to attract more visitors and create memorable experiences. Contact our playground design experts for a free consultation and quote to incorporate this retailtainment experience into your venue.

What Can Retailtainment Do in COVID-19 Times?

Lately, people prefer less contact and focus more on staying safe. This change affects how we shop too, with stores closing and fewer people out due to lockdowns. Even in grocery stores, activities like sampling and promotions with promoters are canceled.

Now, using retail technology is not just a good idea; it’s the only way to move forward in this new normal. Retailtainment might be the key to bringing customers back to stores safely and making them enjoy their time there.

How to Provide Retailtainment that Drives Traffic and Sales

These examples highlight how important it is to make the in-store experience special. They all use five key elements to make sure customers have a fantastic shopping time:

• Interactiveness: They engage the senses – what we feel, hear, see, smell, and touch sticks with us.
• Originality: These ideas are all genuine and natural, making customers feel like they’ve stepped into a different world.
• Connectedness: Customers should feel like the experience was made just for them.
• Unexpectedness: Unique experiences are crucial to making sure your brand stays in people’s minds.
• Reliability: The experiences are carried out using tested methods to ensure they’re consistent and excellent every time.

Improve the Shopping Experience and Shape the Future of Retailtainment with Retail Digital Signage!

In the dynamic world of retail, Retailtainment is not just a buzzword but a powerful strategy that businesses use to make shopping an unforgettable adventure.

From global brands like IKEA and Marvel to unique spaces like Space Ninety 8, the examples show how Retailtainment goes beyond shopping, creating experiences that leave a lasting impact.

With the changing landscape due to COVID-19, retail technology like AIScreen has become essential, ensuring a safe and enjoyable shopping environment.

So, Retailtainment proves to be the key to attracting, engaging, and delighting customers in the ever-evolving retail landscape. Get ready to transform your store into a destination, where shopping becomes an exciting journey!

For more details, visit our contact us page.

FAQs

How does retailtainment impact customer behavior in stores?

Retailtainment enhances customer behavior by increasing engagement, dwell time, and emotional connection with a brand. Interactive and immersive experiences encourage shoppers to explore more products, make impulse purchases, and remember the brand long after they leave the store. Stores that incorporate retailtainment often see higher foot traffic, improved customer satisfaction, and increased conversion rates.

Can digital signage be integrated into retailtainment experiences?

Yes, digital signage is a core component of retailtainment. It enables interactive displays, real-time promotions, gamified content, and immersive storytelling. Digital signage can adapt messaging based on time, location, or audience behavior, making retailtainment experiences more dynamic, personalized, and measurable.

What is the ROI of investing in retailtainment for businesses?

The ROI of retailtainment comes from increased sales, longer in-store dwell time, and stronger brand loyalty. Businesses often see higher average order values, improved repeat visits, and reduced reliance on traditional advertising. When combined with analytics and digital signage platforms, retailtainment investments become easier to track and optimize.

How can small businesses incorporate retailtainment into their stores?

Small businesses can start with simple, cost-effective retailtainment solutions such as digital signage screens, interactive kiosks, QR-code-based experiences, or live social media displays. Even small touches like rotating digital promotions or interactive product demos, can significantly enhance customer engagement without requiring large budgets.

What technologies are most effective for creating a retailtainment experience?

The most effective retailtainment technologies include digital signage, interactive touchscreens, augmented reality (AR), QR codes, mobile integrations, motion sensors, and data-driven content platforms. These tools work together to create immersive, engaging, and personalized in-store experiences that blend entertainment with commerce.