Page 62 - RLI November 2019

SPECIAL FEATURE | REtailtaiNMENt

MICROSOFT
London, UK

hat do you think of when you think of 1. The Analogue Experience
Retailtainment? Is it something as grandiose Retailtainment does not need to involve the latest
as the new Star Wars: Galaxy’s Edge high-tech gadgetry and sales can still happen in an inviting CONTINUES
W themed areas that have opened this year analog (non-tech) environment, using skilled sales people. ON PAGE 66
in the Disneyland Park at the Disneyland Resort in Anaheim, He explains that with these elements in place, the boxes of
California and Disney’s Hollywood Studios at the Walt ambience and emotion have already been ticked. To a certain >>
Disney World Resort in Orlando, Florida; or is it something extent, it is a design misconception that retailers need virtual
more brand oriented like the largest Lego store in the world reality, robotics, etc., to create a memorable retailtainment
in Leicester Square which is a haven for Lego enthusiasts? experience; it is very much dependent on product and
situation. An example of a brand not using tech for tech’s
The ConCepT sake is the US women’s work clothing brand M.M.LaFleur.
At its most basic level, Retailtainment is essentially retail Their retail strategy is to take the angst out of dressing for
marketing as entertainment. The term was made popular work with a direct-to-consumer model, focusing on simplicity
by author George Ritzer, who in his book ‘Enchanting using personal stylists, giving bespoke service. They believe
a Disenchanted World: Revolutionizing the Mean of the human element of good service is vital to their target
Consumption (1999), describes the term as the use of market and intentionally keeps tech out of its showrooms.
ambience, emotion, sound and activity to get customers 2. The Full-Tech Experience
interested in the merchandise and in a mood to buy. This is largely where the thrill of Retailtainment lives,
The phrase is sometimes called Inspirational Retailing the sense that we’re shopping in a science fiction landscape.
TIFFANy & CO ‘STyLE STUdIO’ and Entertailing, whilst it has also been defined as the Farfetch’s Store of the Future is touted as an augmented retail
Capturing the opportunities as an anchor for customers. enhance the retail experience”. This includes having connected
London, UK modern trend of combining shopping and entertainment solution which “links the online and offline worlds, using data to
clothing racks, touch-screen-enhanced mirrors where you can
In 2001, Vanni Codeluppi described it as a way for
request different sizes, customised order taking, sign-in stations
marketers to offer the consumer physical and emotional
Customer an article entitled ‘Using Sonic Branding in the Retail shopping without actually leaving the dressing room. Recently
with purchase history, as well as the technology to pay for your
sensations during the shopping experience,” whilst in
Environment’ in the 2003 issue of the Journal of Consumer
Farfetch has unveiled a “new content experience” allowing
Behavior, Paul Fulberg described it as a way for retailers to
customers to shop for “selections and edits chosen by the
global Farfetch community, sharing inspiration from around
entertain the consumer with a dramatisation of their values.
community together to create uber-brand Retailtainment. In
The InDUSTRY
the pharmacy/beauty arena the Sephora shopping experience
As the retail industry continues to undergo a dramatic the world”, thus, fusing technology, influencers and the global
The retail sector is in the midst of one of its largest fluctuations in recent history. transformation, one which fuses shopping and entertainment has evolved with innovative technology and hands on customer
under one roof, the focus is shifting to providing a fun, immersive service. The New Sephora Experience has a beauty hub with
With more options and choices on offer to today’s consumer than ever before, gaining and highly-personalised customer-first experience. The trend is digital apps to test products, shoppable connected terminals,
a direct result of Millennial shopping habits and a new breed of latest trend tutorials taking the customer on a journey of what
customers is only the beginning, keeping them is becoming increasingly difficult. Here, shoppers who no longer merely look to purchase products, but people are ‘crushing on’ at the moment, and in 327 of its French
RLI takes a look inside the world of Retailtainment… expect an all-round unique and memorable in-store experience. stores they have Snapchat geofilters featuring store highlights.
In addition to the technology, flagship stores are offering beauty
According to Eben Esterhuizen, there are three particular
Retailtainment trends appearing in the market which use either classes with makeup lessons, workshops by beauty professionals
one or a combination of ambiance, emotion, sound and activity. at their Beauty Hub and personal skincare services.
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