Retailtainment

Retailtainment is a term used to describe retail marketing as entertainment. In his book, "Enchanting a Disenchanted World: Revolutionizing the Means of Consumption" (1999), author George Ritzer describes "retailtainment" as the "use of ambience, emotion, sound and activity to get customers interested in the merchandise and in a mood to buy." [ [http://www.amazon.com/Enchanting-Disenchanted-World-Revolutionizing-Consumption/dp/0761985115 Amazon.com: Enchanting a Disenchanted World: Revolutionizing the Means of Consumption: Books: George Ritzer ] ]

Sometimes called "inspirational retailing" or "entertailing," [ [http://www.babsoninsight.com/contentmgr/showdetails.php/id/703 Babson Insight: Fun is Serious Business—Particularly for Mature “Neutral” Service Firms ] ] it has also been defined as "the modern trend of combining shopping and entertainment opportunities as an anchor for customers." [http://www.skoupy.net/pdf/research_on_retailing.pdf]

In 2001, Codeluppi described it as a way for marketers to "offer the consumer physical and emotional sensations during the shopping experience." And, in an article entitled "Using sonic branding in the retail environment" in the 2003 issue of the Journal of Consumer Behavior, Fulberg described it as a way for retailers to entertain the consumer with a dramatization of their values."

According to Michael Morrison at the Australian Centre for Retail Studies:

“There is a move towards the concept of ‘retailtainment.’ This phenomenon, which brings together retailing, entertainment, music and leisure, has seen the emergence of concept stores like Nike Town, REI, Bass Pro and US-based theme restaurants such as Rainforest Café, The American Wilderness Café and Bubba Gump. Retailers need to look further than the traditional retail store elements such as colour, lighting and visual merchandising to influence buying decisions. The specific atmosphere the retailer creates can, in some cases, be more influential in the decision-making process than the product itself. As goods and services become more of a commodity, it is what a shopper experiences and what atmosphere retailers create that really matters. Brand building is a combination of physical, functional, operational and psychological elements. Consumers will be willing to pay more for a brand if there is a perceived or actual added value from their experience of using the product or service.” [ [http://www.bandt.com.au/news/12/0c01e712.asp A touch of the theatre to add the ‘wow’ factor ] ]

Shopper marketing expert Simon Temperley of Los Angeles agency USMP describes "retailtainment" as a "live brand experience" that frequently includes the use of "brand ambassadors" who "converse with the consumer." [ [http://promomagazine.com/mag/marketing_hired_fans/ Hired Fans ] ]

An alternative take on this concept is that of 'contentainment' - a form of advertising that is especially created for in store interaction with consumers and shoppers. Its basis is in bespoke content and creative work that is relevant to what it is that the consumers are (or can) currently experience while they are in that store. 'Contentainment' has been pioneered by British airport retailer, World Duty Free, to accompany the opening of their flagshop store in Heathrow Terminal 5, and features content specially created by brand partners for the occasion, and shown on giant 'art wall' screens (www.terminal5-dutyfree.com)

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