Retail


Five principles of retailtainment


Marc Maleh, SVP of emerging and connected experiences at Valtech, reveals five experience design principles retailers can ‘borrow’ from theme parks.


describe ‘the use of sound, ambience, emotion and activity to get customers interested in the merchandise and in the mood to buy’. Fast forward to today, however, and you’ll find that this concept has evolved significantly. From luxury brands to children’s toymakers


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(most notably Mattel’s Barbie), retailers are turning to a new form of retailtainment to attract shoppers into stores. Behind this lies a need to make their physical footprint work as hard as possible while seamlessly integrating it with their digital presence. Te themed entertainment sector has been


doing a great job of this for some time, with an almost obsessive focus on guest experience.


44 | September/October 2023


etailtainment is nothing new. Te concept was first coined in 1999 by American sociologist George Ritzer to


So, what ideas can retailers ‘borrow’ to help drive repeat business and win customer loyalty? Let’s find out.


1. Entertain first, shop second Consider the famous theme park adage ‘retail on exit’ – guests experience an attraction first, before being offered purchase opportunities. Retailers should adopt the same approach when designing retailtainment experiences, prioritising the creation of entertaining, engaging experiences over pushing customers towards making a purchase. By looking at consumers as guests rather


than customers, retailers can achieve something they’ve been struggling with for years – repeatability. In the digital age, the in- store experience needs to be very compelling


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