SME Perspective: How Retailtainment and Retail Media Networks are Transforming Shopper Experiences

(And what you can do to get in on it)

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“I think the role of brick and mortar has been underestimated. Shopping isn’t simply transactional—it’s entertaining.” 

-Michelle Gass, CEO, Kohl’s

“Retailtainment" is a portmanteau word combining “retail” and “entertainment.” It has evolved beyond a buzzword into full-blown, Hollywood-style retail experiences. Despite the overhyped term, it remains viable as a practical approach. The idea is to transform shopping into an engaging, immersive consumer experience. Steve Lesnard, Sephora's global chief brand officer, stated it well: "Retail isn’t dead. Boring retail may be in trouble." 

The long and the short of it is this. To attract (and retain) today’s consumers, retailers should add excitement and even interactivity to their shopping environments.

Retailtainment in Action

Collaborations involving Intellectual Property (IP) are effective in drawing consumer interest. Take the Barbiecore trend, for example. It offered numerous opportunities for retailers. Selfridges in London set up a Barbie Dream House inside their Oxford Street location. This pop-up included a rental service for Barbie's wardrobe, an ice cream bar, and even Barbie-pink cotton candy at the Selfridges Movie Theater. The initiative illustrated retailtainment perfectly.

Gap used mobile augmented reality (AR) to launch its Barbie clothing line in New York City. This digital initiative enabled Times Square pedestrians to attach AR neon signs and Barbie characters to Gap's flagship store, creating a location-based entertainment experience rather than a typical retail setting.

In-store experiences are also evolving. Traditional visual merchandising no longer captivates shoppers, particularly Gen Z. With 63% of consumers wanting brands to offer multisensory experiences, retailers must get creative to meet this demand. Nike, always a marketing innovator,  introduced the Air Max Listening Room in its Niketown London store. Visitors were matched with a music track based on their personality. With audio and visual stimulation, Nike created a distinctive immersive experience beyond shopping.

Vans, a brand that has always resonated with youth culture and streetwear, took their hip, “Off the Wall” messaging out of retail centers and into the ultimate retailtainment adventure. The “House of Vans.” which opened in locations from Chicago to London, was a brilliant convergence of art, music, fashion, street culture, skateboarding, and BMX. The main draw was the skatepark, which is in keeping with the brand’s initial fan base. With an art gallery, music venue, cafe, and even a movie theater, the House of Vans was not only a place to shop but a countercultural mecca where brand fans could socialize and immerse themselves in the world of Vans.

The Changing Face of Retail

Brick-and-mortar retailers' difficulties are well-documented. We see stories every day on the news about another major retail brand going under. These woes intensified after the COVID-19 pandemic because customers became used to the “Amazon Effect” and the ease of shopping online for everything from groceries to gym equipment. 

Despite these challenges, physical stores are still important to the consumer experience. In fact, 72% of shoppers have stated that they still go to brick-and-mortar stores. However, consumer expectations have shifted significantly. Modern shoppers seek more than just products on shelves. They want immersive, memorable experiences.

‍A study from RetailNext found that 70% of consumers don’t remember the last time they felt excited about a brand. While this is a sobering statistic, it should give retailers the boost they need to innovate and engage their customers. The key is to turn their sales channels into destinations rather than just a point of sale.  Interactive, entertaining experiences will revitalize retail.

The technology to achieve personalization is readily available, but how can you use these tools effectively? Every retailer wants to create a memorable, unique shopping trip. Forward-thinking retailers will develop customized environments for each customer, encouraging them to visit because their experience feels uniquely tailored to them.

The question is, can small retailers survive? For a massive retailer with deep pockets, dropping several million on creating an immersive retail event is par for the course. So what’s a small retailer to do?

What is the secret sauce for creating personalized shopping without breaking the bank? We sat down with Rachel Donoghue, Boostr’s resident retail guru, to discuss the present and future of retail and what companies of all sizes can do to adapt to these ever-evolving consumer expectations.

‍What are Retail Media Networks (RMNs), and how can they enhance the shopping experience?‍

Because RMNs leverage first-party customer data, they can deliver hyper-personalized and targeted ads directly to the consumer. However, in an era where data privacy is at the top of most consumers' minds, retailers must be vigilant about balancing personalization and intrusion. Used judiciously, an RMN can make a customer feel understood and welcomed. They will get information about the products that they are interested in, whether on-site or online. Customers can get a curated shopping experience, which is crucial in today’s retail environment.

What budget-friendly technologies can help create immersive shopping experiences?‍

Even something as simple as tweaking your website’s search filters can make a huge difference. Most customers don’t have the patience to do lengthy searches anymore, and analysts have found that customers will leave a site if they can’t find what they’re looking for within 15 seconds. That means you only have 15 seconds to make a first impression–you need to make that count. So when you’re putting together your website, or even if you already have an e-commerce site up and running, it’s worth it to get your team to keep those search filters up-to-date and have specific filters on your catalog so that customers can search by size, color, brand, etc.

Another way to ensure that your customers remember their experience is to create a cohesive brand experience, both online and in the store. Ensure your website employs the same fonts, colors, and logos as your brick-and-mortar location.

And use social media for your marketing! Gen Z is increasing its buying power, and its older members are entering the workforce. Millennials and Gen Z are highly active on social media, so giving them loyalty points or special discounts by following your brand is an easy way to enhance loyalty and get long-term brand ambassadors. It’s also a budget-friendly way to create immersive experiences. 

Encourage guests to take pictures of what they bought and share online. Have customers share reviews and have someone on your team actively respond to all reviews, good or bad. Today’s customer expects to have their voice heard, so addressing any concerns promptly in an online forum will immediately enhance your brand’s reputation.

How can retailers leverage data from RMNs and OMS to enhance customer service?‍

Obviously, RMNs personalize the shopping experience for your customers. But people often overlook how RMNs can help you connect with unengaged customers. RMNs help you create omnichannel experiences, which could help you reach more customers than ever before.

Because an OMS–like Boostr’s–is a centralized advertising management hub, it gives you one source of truth. This allows retailers to connect their existing tech stack and integrations to take full advantage of valuable first-party data. Plus, you get a bird’s eye view of all your advertising data in one intuitive system so that you can keep track of all your revenue.  If you combine the two, you can really tap into relevant, timely ways to reach your customers, both new and old.                                                                                                                                                                                  

‍What role does customer service play in creating an immersive shopping experience, and how can technology assist?

Let’s face it–the human touch is still vital. Greeting a well-known customer by name when they walk into your store will always make them feel special. Responding to all inquiries and complaints promptly goes a long way. It’s about taking the time to walk customers to the aisle or display they need instead of just directing them or pointing. But the biggest benefit of an RMN is that it helps your brand build an omnichannel experience. 

For instance, RMNs can help ease the transition between online and in-store experiences. RMNs are key to strengthening omnichannel because they bridge the gap between online and physical stores. This brick-and-mortar focus lets brands differentiate themselves across various retail touchpoints, offering an advantage over e-commerce giants like Amazon, who lack a physical presence.

Then, when customers walk in, they receive tailored promotions or product recommendations, which makes them feel the store is relevant to them.

How can small retailers implement these technologies without breaking the bank?‍

Do your research first. Always talk to an expert or a consultant–while software companies are eager to sell you their product, they may not have the features you need. A knowledgeable consultant can discuss your options with you and make sure that you’re not buying a McLaren when all you really need is a Subaru. And always look for tech that is customizable and compatible with your existing technology. The best software in the world is useless if you can’t make it fit with what you already have. Boostr’s service team will walk you through the tech you need (and the tech you don’t).

Conclusion‍

Retailtainment and immersive retail experiences aren’t going anywhere. This doesn’t mean that you have to create an ultra-hyped, choreographed event. Instead, use existing technology to give your customers a personalized shopping experience. Give them impeccable service that makes them feel seen and heard. And leverage technology to increase brand awareness and tell the world why your store is special.  

Boostr’s robust OMS helps retailers track purchases from various channels, such as social media and demand-side platforms. This ensures accurate tracking and fulfillment by providing a unified view of customer orders by integrating data from multiple touchpoints. This centralized approach helps retailers analyze purchase patterns, optimize inventory management, and personalize customer experiences based on social media interactions, loyalty card use, and other channels.

What does that mean for you? Our OMS bridges the gap between online and offline channels, which means you can still offer a personalized experience for your customers without spending a fortune.                       

Boost your retail media with Boostr’s retail-in-a-box solution. Want to see the platform in action? Ask for a demo today.                                                                                                                                                                                  

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