How retailtainment is taking over traditional retail

from Connected Magazine | Retail Solutions in Focus

MicroLED in retail

how

retailtainment is taking over traditional retail

The purpose of a physical retail shop has changed, even prior to the pandemic. Where it once existed to place transactions, today it goes further by incorporating experience.

This concept is commonly known as ‘retailtainment’ or ‘experimental marketing’. It was coined by American sociologist, George Ritzer in 1999 to explain the entertainment factor of retail. He defines it as:

“The use of sound, ambience, emotion and activity to get customers interested in merchandise and in the mood to buy”.

This is key for retailers as consumers want an experience that can’t be replicated online. If consumers want convenience, they will simply buy online so the physical space must bring something tangible and ambient to the customer journey.

Technology has enabled brands to share immersive experiences in physical spaces to build connections and conversation. This is happening for entire brand events too, not just in stores.

Take for instance, Between The Bridges, an outdoor venue in London South Bank. Partnering with HARMAN’s JBL Professional and Sound Technology Ltd - it’s London’s largest outdoor drinking area with street food, fun activities and live music. Each month, an artist gets the chance to play on the JBL stage, equipped with cutting-edge professional audio gear.

The role of audio Audio subconsciously affects our shopping experience. You may not even notice it’s there but everything from the playlist to the check-out cues has likely been strategically chosen. Music has the power to increase customer interactions, attract new customers and repeat transactions by building experience and emotion.

Burberry is a good example of a retailer optimising audio in store. Burberry has an entire audio team dedicated to choosing music for all spaces — from the runway to its stores. By ensuring consistency across the runway, in advertising and in-store, Burberry is delivering an omnichannel, consistent brand experience.

Audio can even be used to generate an experience online too. Luxury brand Harrods now has a podcast exploring the latest luxury finds. Hearing the voice of Harrods editor-in-chief brings existing and prospective customers closer to the brand, building connections and loyalty.