“Retailtainment” became a buzz word decades ago. The original idea was to give the customer more than a shopping experience. Marketers dreamed up amazing ways to provide entertainment at the store to lure in new traffic and make the brand memorable. However, in recent years, the retailtainment element has grown stale.
The attempt at being entertained in a retail store is almost expected. The retailtainment
On a recent episode of Focus on Suppliers, Hendrix explained how the idea of entertainment has changed —
“Everyone loves a good movie. But like so much these days, what’s considered ‘entertainment’ is evolving,” she explains, “More and more people want to engage with their entertainment. That’s where the gaming industry is completely taking over.”
You don’t have to own a gaming console to be affected by this new entertainment trend. From a game on your phone to a fun social media survey, you’ve experienced being part of the entertainment experience as opposed to simply viewing.
Hendrix explains as entertainment has evolved, retailtainment must follow suit. “This trend away from traditional passive entertainment represents a big opportunity for brands, especially in the retail environment,” she says. “Retailtainment and creative demos don’t have to be some large scale immersive experience to be effective. Have some fun with in-store demos, both physical and digital.”
“Bottom line: The retail space can be a movie theater or video game console for brands. So don’t miss out on a fun and informational opportunity with your audience. Let consumers walk away with something more than just a sample”