In an era where the customer and their experience are at the center of concerns, digital tools are being deployed massively in order to continue to attract them, to retain them, but also to make them consume. Because now, the quality of a product is no longer the only trigger for the act of purchase: the context, the environment or even the state of mind of the consumer greatly influence his decision. It is to meet these challenges that the Retailtainment was born; this marketing trend is based on a new in-store experience through entertainment, surprise and innovation. Here is how the Retailtainment is shaking up the approach to an entire sector.
What is Retailtainment?
A contraction of the word retail (commerce) and entertainment (entertainment), this principle is based on the integration of tools that promote a certain atmosphere and arouse emotion at the point of sale, in order to entertain the customer. The consumer is stimulated and sees their interest in a product or brand increased, thanks to the unique and entertaining experience they are currently living. This increases the attractiveness of the brand and its offer and at the same time the visitor's intention to buy. Brands are therefore trending with the Retailtainment to develop fun experiences based on immersion, beyond a simple commercial message. The integration of tablets, touch screens or digital signage in shops and shopping centers made it easy to invite the game into the customer relationship.
Retailtainment for a new in-store experience
The Retailtainment transforms points of sale into real living spaces integrated into their environment. This trend is a powerful means of differentiation from e-commerce, in order to meet the expectations of consumers looking for an ultra-personalized and premium experience. Above all, it is a question of adopting and deploying an omnichannel strategy and tools aimed at improving the relationship and the customer experience, at the service of the brand's reputation.
Pop-up stores
A pop-up store is a pop-up store that is established for a given period of time. They are generally designed at the initiative of brands as part of promotional operations or to draw attention to the launch of a novelty. They use interactive digital tools to draw prospects into their point of sale, but also to animations developed around the effect of surprise and exclusivity.
The shopping centers
Shopping centers have begun their transformation to evolve into hybrid places. Today, they are no longer solely dedicated to consumption, but are becoming real places to live where we enjoy spending time. To maintain their attractiveness and boost traffic on site, these buildings had to adapt to the expectations of consumers looking for experiences. Thus, the entire journey before, during and after the shopping session is redesigned in order to offer activities that can appeal to a wide variety of targets.
The shops
The democratization of the use of social networks has transformed stores, which are becoming places where everything encourages you to share the moments you have lived there. The trend is towards Instagrammable places, which encourage consumers to publish their experience to their community. Faced with this phenomenon, stores have reconsidered the customer journey in order to encourage this sharing of experience, which represents free advertising with very significant benefits to increase their reputation and retain their customers. They also redesigned the store's environment and its surroundings with the integration of digital tools: outdoor digital signage (DOOH) Or the digital display window broadcast the content they publish on their social networks, in order to establish a real synergy between physical and digital showcases. This is the whole point of digital signage: it provides the customer with a unique, entertaining and emotional experience, in order to immerse them in the brand's universe and create relationships.
The Cenareo solution is the ideal tool for managing content for digital signage, to offer a new experience that goes well beyond the act of purchase: it meets the omnichannel needs of retailers in their marketing strategies at the point of sale. A real tool for entertainment and promotion, dynamic signage at the point of sale positively influences the brand's reputation and increases the desire to buy in store. Cenareo maximizes the impact of your communication at the point of sale by simplifying the management of your screen fleet, in order to stand out and take advantage of all the opportunities offered by Retailtainment.
Retailtainment: the brands that have taken part in the game
Many brands have invited digital technology to their point of sale in order to make it an attractive place. Digital technology has in fact allowed businesses to create a strong link with the consumer, by immersing them in the brand universe with the help of innovative tools and ingenious strategies.
Pantone Café in Monaco, a fun and innovative pop-up store
The dramatization of the point of sale as seen by Pantone: known for its color charts, the brand has inaugurated a space that has transposed digital into the physical world in order to reach a younger and connected audience. The pop-up café served drinks and snacks in Pantone colors, a success with visitors eager to share their moment on social networks. Visually very attractive, the space invited people to interact with the brand in a different way, increasing its reputation tenfold.
Polygone Riviera in Cagnes-sur-Mer, a unique shopping center
Polygone Riviera is a lifestyle mall that extends over more than 70,000 m2 and combines shopping, leisure (casino, movie theaters, fitness rooms) and catering, but also a journey through its landscaped natural areas. Above all, it is a true open-air art gallery, an exceptional setting for strolling through the works of internationally renowned artists. It is the perfect example of a hybrid shopping center, which is developing an attractive range of leisure equipment.
El&n Café in Paris, the girly and instagrammable tea room
The tea room with its wall decoration made of fresh flowers is often referred to as the most Instagrammable in the world. This institution, which has been among the most photographed cafes in the world since its creation, offers drinks and dishes with a very careful presentation, in the heart of a luxurious and enchanting space designed to make you want to photograph the place and share your experience.
You want to optimize your points of sale by making them more attractive thanks to Retailtainment ? Adopt the Cenareo solution dedicated to digital signage in stores and points of sale, an innovative and flexible technology in order to offer an immersive experience that will make sense for your customers. Digital signage transforms a point of sale and offers a new, unique and personalized shopping experience in order to immerse your customers in the world of your brand. Designed to create links and enhance the image of your point of sale, digital signage is an integral part of a marketing strategy with a high ROI.
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