In 1999, American sociologist George Ritzer defined retailtainment as “the use of sound, ambience, emotion and activity to get customers interested in the merchandise and in the mood to buy.” Stores could no longer rely on an expanse of products and exceptional customer service to interest shoppers. What set brands apart was offering customers an experience encouraging them to make a purchase.

Today, retailtainment is more necessary than ever to drive traffic to indoor, traditional shopping centers. Open air shopping centers have maintained an affluent consumer base, while indoor shopping centers have become increasingly reliant on experiences to boost attendance.

While shopping centers like King of Prussia leverage popular brand experiences to drive attendance (example: House of Netflix), stores and brands like LEGO and Jellycat build play experiences around their products. LEGO stores have stations with loose bricks that encourage a tactile experience. Similarly, the purchase of a cute new plush isn’t the sole motivation to plan a visit to the Jellycat Diner. There’s an expectation of delight within a uniquely curated experience for consumers of all ages. (And yes, you’ll probably still be walking out with a cute new anthropomorphic plush). 

Interestingly, a new shopping force has also entered the chat. Retail consultancy MG2 Advisory recently published survey findings that 73% of Gen Alpha prefers to shop in old fashioned brick and mortar locations to fully immerse themselves in the environment with hands on testing that make their purchases feel more meaningful. This sales force is young (the oldest being about 14) – but their impact is broad, with around 70% of these shoppers reporting that the adults in their lives are heavily influenced by their suggestions of which items to purchase.

While not every shopping center has the budget to bring in the House of Netflix or Nickelodeon Universe to ramp up their attendance, there are many ways for retailtainment to boost sales and brand loyalties. Enhanced technologies seamlessly integrated are a huge draw for Gen Alpha and Gen Z digital natives who are changing the landscape of the “American mall.” Seasonal enhancements such as a haunted house, a walkthrough of Mrs. Claus’ Kitchen, or an indoor spring garden with specialty food and drink pairings augment emotional connections to familiar settings. Pop up events and giveaways aligning with new product or entertainment releases are great ways to generate buzz and draw crowds.

Need help making more retailtainment connections to elevate your brand? Let’s connect.