The wide range of inner stores leisure activities it’s one of the phenomes that gained more visibility and functionality during the past few years.
>> From costumer’s point of view, the RETAILTAINMENT phenomenon increases product’s value and in the same time strengthens the competitive advantages.
>> On the other side, the range of hedonistic services facilitate customer’s attraction and interaction, increasing in the same time the brand identity and acquiring a different character that will remain alive in costumer’s memory.
The shopping experience becomes in this way a journey across the satisfaction of recreational needs and the store becomes a crossbreeding between the sale space and recreational space. The winning formula? Ideal will be finding a balance between the active brand interaction activities and those more passive related to goods purchase.
Moreover, it is important remembering that RETAILTEINMENT it’s a big response to e-commerce competition, where the user is entertained only throughout two senses (hearing and sight), meanwhile during the in-store shopping experience the customer is entertained across all five senses so that it could be totally involved.
The giant Disney is one of the biggest examples of RETAILTAINMENT, applied in its stores all over the world.
Disney’s senior manager of communications, Shawn Turner stated: “It is essential to propose an experience that is going to be beyond a toy purchase.
The creative director, Richard Bayed declared: “It is essential to build a brand experience that will be remembered even after living the store”, combing shopping with the opportunity of trying the product.
APPLE’S stores function because of their experiential aspect: for example consumers can try the products in-store before the purchase. The success of this strategy is proved by the fact that Apple gains the highest ROI per square meter, compared with other retail chains.
The Swedish giant brought the RETAILTAINMENT at extreme by launching a pop-up do-it-yourself restaurant in the London’s most trendy area. They name it “the Dining Club”. Combining In this way, the shopping experience with the food experience.
The difference? Customers are able to prepare their own dinner in the kitchen, assisted and observed by professional chefs, having free access to a multisensorial store that involves them at 360 degrees.
The future is in RETAILTAINMENT: the store becomes a real theatre with environments especially created and studied to offer a moment of total escape.
The commercial staff of Bizeta Retail Solutions is at your complete disposal to give you any information about our solutions.