Retailtainment 101: How to create immersive customer experiences

Consumers, especially Millennials and Gen Z, aren’t just looking to buy. They’re looking to experience. They are trading possessions for memories. To remain relevant, brands must now prioritize creating experiences over simply selling products.

The challenge, then, is how to turn your retail store into an experience. Forget adding another display to your store, you’ll need to think bigger. We’re talking about transforming your physical stores into an adventure. Imagine a cosmetics store where customers don’t just buy makeup, they learn to create personalized looks through interactive digital tutorials and live mini-makeover sessions. Or a bookstore that hosts immersive literary escape rooms.

That is what it means to create a destination that blends the thrill of entertainment with the shopping experience. In other words, retailtainment. And that is precisely what we’ll explore in this blog, from its benefits and use cases, to how you can implement these strategies in your business.

What is retailtainment?

Types of retailtainment campaigns

Retailtainment campaigns are as diverse as the brands that implement them, but they generally fall into several key categories, such as:

How does retailtainment drive consumer experience?

How does retailtainment create a superior customer experience that leaves a lasting impression? It boils down to a few key principles:

Creating immersive experiences

Retailtainment activates multiple senses through interactive displays, themed environments, and engaging activities. Your customers can step into a world crafted just for them, a place where every day fades away.

Emotional connection and storytelling

Retailtainment taps into emotions by creating experiences that resonate with customers on a personal level. Storytelling plays a crucial role, weaving narratives into the retail environment to create a sense of connection.

Active participation

Interactive elements like games, virtual reality experiences, and hands-on activities directly engage customers. Active participation can evoke strong emotions, whether it’s the thrill of winning a game, the wonder of exploring a VR world, or the satisfaction of creating something unique.

Social interaction and shared experiences

Retailtainment often fosters social interaction, creating opportunities for customers to connect with each other. Shared experiences, like group workshops or live performances, build a community around your brand.

Surprise

Retailtainment introduces elements of novelty and surprise, breaking the monotony of traditional shopping. The urgency of a limited-time event or the exclusivity of a pop-up creates a sense of ‘I have to be there!’ If you’re not in on the experience, you’re missing out. And nobody wants to be the one scrolling through their feed, watching everyone else have an amazing time. Fear of missing out (FOMO) is a potent driver of participation.

How can retailtainment be tailored to different customer demographics?

When done right, retailtainment can resonate with a wide range of customers. There’s no one-size-fits-all approach, and while many factors play a role, let’s explore how to effectively tailor retailtainment experiences to different generations.

While this overview provides valuable examples and strategies for tailoring retailtainment to different age demographics, remember that these are just starting points.

Benefits of retailtainment

By embracing retailtainment, brick-and-mortar stores are investing in their long-term viability, ensuring they remain relevant and engaging for generations to come. Here’s why businesses should prioritize retailtainment in their marketing mix:

Increased foot traffic

Creating engaging experiences will attract customers and keep them lingering longer. More time in your store means more opportunities to connect, showcase products, and, ultimately, make a sale.

Enhanced customer engagement

Retailtainment focuses on getting customers involved. Interactive experiences spark conversations, create memories, and build stronger emotional connections. When customers actively participate, they’re more likely to remember your brand and return for more.

Boosted brand loyalty and advocacy

Happy customers are your best advocates. When you create unique and enjoyable experiences, you’re also building relationships. Those satisfied customers will share your brand on social media, recommend it to a friend, spread the word, and attract new business.

Increased sales and revenue

When discussing numbers, longer dwell times and engaged customers naturally lead to more sales. Experiential elements can also drive impulse purchases and increase average transaction values. It’s a win-win: happy customers and a healthier bottom line.

Competitive advantage

Customers are used to similar messages from different brands. How do you stand out in the crowd? Retailtainment helps you offer unique experiences specific to your brand that competitors can’t replicate.

Improved brand perception

Retailtainment experiences are made for sharing. They generate social media buzz, increase brand visibility, and create positive brand sentiment. And today, social proof is everything.

Data collection and customer insights

Interactive experiences provide a goldmine of data on customer preferences and behaviors. This valuable information can be used to personalize future experiences, refine marketing strategies, and make smarter business decisions.

10 examples of brands leveraging retailtainment

From pop-up shops to immersive installations, retailtainment offers a multitude of avenues for customer engagement. Here are a handful of examples of brands leveraging retailtainment to transform customer journeys:

Mall of the Emirates

The Mall of the Emirates redefines retailtainment by offering an escape from the Dubai heat. Beyond the shopping, dining, and entertainment options, lies Ski Dubai, a truly extraordinary attraction. This mall, located in the desert, houses the world’s largest indoor ski slope and snow park, allowing customers to easily browse luxury brands in one moment and reexperience the thrill of winter sports in another.

Tiffany and Co.

Tiffany & Co. has brought the iconic Breakfast at Tiffany’s dream to life, allowing customers to enter a scene straight from the beloved 1961 film. The Blue Box Cafe, bathed in Tiffany’s signature blue tones and adorned with herringbone marble and amazonite stone, perfectly mirrors the film’s sophisticated ambiance. Here, guests can indulge in a refined New York-inspired breakfast, coffee, and croissant in hand, living out a cherished fantasy just like Audrey Hepburn.

IKEA place

Recognizing that shopping for home goods can be a lengthy affair, IKEA has intelligently integrated elements of play and convenience. Their stores are designed as immersive showrooms, actively encouraging customers to envision their dream spaces while providing practical solutions.

Play areas for children allow parents to browse at ease, while in-store cafes and restaurants provide affordable and family-friendly dining options. Interactive room displays and strategically placed shortcuts throughout the store turn the shopping journey into a treasure hunt.

Alibaba’s “See Now Buy Now” fashion show

Another interesting example of retailtainment was Alibaba’s Singles Day 2018 fashion show. At first glance, it was just a traditional runway event, but it was live-streamed, transforming viewers into immediate consumers. Models showcased the latest fashion pieces, and with a few clicks, the audience could purchase those items in real time.

John Lewis and Kinder

In collaboration with Kinder, John Lewis transformed a section of their flagship Oxford Circus store into a festive, personalized wonderland. The space was transformed into a Christmas scene, complete with themed backdrops and an island of Kinder merchandise. At the heart of the experience was a bespoke personalization machine, allowing customers to witness their chosen name being printed directly onto a Kinder Egg Christmas box.

Nike’s House of Innovation

Customers in Nike’s House of Innovation in New York City can explore interactive try-on zones, where digital displays showcase products in dynamic ways. They can also personalize their footwear in dedicated studios or craft unique pieces that reflect their individual style. The store also features sports-themed challenges and experiences, inviting customers to actively engage with the brand.

LEGO stores

Stepping into a LEGO Store is akin to entering a world of limitless imagination, where colorful bricks and boundless possibilities take center stage. Central to their retailtainment strategy is interactive building stations, where customers can unleash their inner architect and construct their LEGO creations. Their stores incorporate interactive digital displays that bring LEGO sets to life, allowing customers to explore virtual worlds and engage with characters. LEGO’s success lies in its ability to tap into the essence of its brand: creativity, imagination, and play.

Meow Wolf

Meow Wolf discarded the conventional retail model and created elaborate, interactive installations that challenge perceptions and spark curiosity. Each installation is a labyrinth of interconnected rooms, secret passages, and hidden narratives, inviting visitors to explore, discover, and become active participants. Visitors are encouraged to touch, climb, crawl, and interact with the art, blurring the lines between observer and participant.

Topshop

Topshop Oxford Circus recently transformed into a portal to the Upside Down, celebrating the launch of their limited-edition Stranger Things clothing line. The centerpiece of the experience was a recreation of Joyce Byers’ living room, complete with the iconic alphabet wall and Christmas lights, where shoppers could snap photos and channel their inner Eleven. Another highlight was a replica of the Hawkins National Laboratory, where visitors could test their telekinetic powers on a Coke can.

Sephora

Sephora’s in-store Beauty Hub is an interactive learning center that hosts workshops, tutorials, and events led by beauty experts. These sessions provide hands-on experience with new products and techniques. Customers can participate in live demonstrations, receive personalized advice, and connect with fellow beauty enthusiasts. At the same time, digital tools like the Skin Analysis tool and Virtual Artist allow customers to explore products and techniques in a tailored way. These technologies provide instant feedback, personalized recommendations, and virtual try-ons.

Eataly

Eataly is a culinary theme park where customers can explore, learn, and savor the rich traditions of Italian cuisine. In-store cooking demonstrations and classes, led by expert chefs, provide customers with hands-on learning opportunities, allowing them to master the art of Italian cooking. Dining areas are integrated into the marketplace, creating a lively and authentic atmosphere. Customers can enjoy freshly prepared meals at various restaurants and cafes, each specializing in different aspects of Italian cuisine.

What about your retailtainment strategy?

To truly excel at retailtainment, you must understand your specific target audiences. This involves actively listening to customer feedback, analyzing their behaviors, and staying attuned to their evolving preferences. Authenticity is paramount. Copying other brands or implementing generic strategies will likely fall flat. Instead, you should leverage your unique identity and values to create retailtainment experiences that genuinely resonate with your customers.