put entertainment at the heart of the customer experience

To reinvent themselves, points of sale rely on retail, a unique and engaging in-store customer experience that digital technology alone cannot offer.

1 – When the fun comes to the store

A clever combination of the words retail (commerce) and entertainment (entertainment), retail consists of injecting a dose of entertainment into the physical point of sale to immerse the customer in the brand’s world. The concept, which has strong roots in North America, was introduced to revitalize malls experiencing declining foot traffic. Indeed, with the expansion of omnichannel and the recent Covid crisis, consumers have acquired new shopping habits – simpler and faster, without leaving home. Therefore, the aim of this concept is to offer customers an experience that goes beyond the simple fact of making a purchase.

Once there, the user’s attention is immediately attracted, the attractiveness of the shopping place stimulates him and increases his interest in the brand. At the same time, the implemented campaign strengthens the reputation of the brand, contributes to the consolidation of its offer and facilitates the decision of visitors to buy. It also allows you to attract the most curious users, retain the most volatile and improve Customer relations with the most reluctant. Indeed, in a world dominated by hyper-consumption, the quality of the product is no longer the only reason for coming to the store: the context, the environment or even the consumer’s well-being greatly influence his choice. Therefore, it is a real lever for growth and acquisition.

2 – A concept recognized by retailers

With highly personalized and engaging strategies, retail makes great promises to keep consumers moving. This transforms the point of sale into a living space that matches the image they want to convey. This approach is a powerful means of differentiating yourself from the competition and meeting the expectations of consumers looking for a new experience.

Brands have realized this and many brands have taken over retail. Some have even developed this concept, such as the Lego brand. In fact, not only is it possible to buy the latest products of the brand, but also for families to admire the structures (characters or emblematic places), equipped with space to practice the art themselves. was built as a totem to embody the brand and reveal the breadth of its offering. So some families go to Lego like it’s an activity, and when they get home, they don’t hesitate to stop by the checkout to extend the magic.

Internationally, M&Ms also organized its point of sale. In the store of approximately 2,320 square meters spread over three floors, its visitors are invited to immerse themselves in the world of the famous milk chocolate candies. The brand installed a series of giant screens broadcasting animation in New York’s Times Square, offered exclusive product ranges in stores, and decorated its walls with numerous tubes filled with M&Ms to give the content a visual identity.

Other store chains, such as Nature & Découverte or IKEA, have long relied on experiences to entice their customers, especially through dramatization and role-play.

3- Major player: digital

Today’s generations are digital natives, but most importantly, elusive. In the past, companies ruled the roost and consumers obeyed their dictates. Today, the new generations have completely changed the trend: now brands have to adapt to this new type of consumer who wants 360° and immersive experiences that make their purchases meaningful and shake all the codes. Highly connected, it can influence brand reputation through social media. His struggles (LGBT, Uighurs, environment, stereotypes, etc.) are forcing brands to review their entire value chain, threatening boycotts. New generations are increasingly shopping online to learn about brand values, see opinions from their favorite influencers, check ingredients, product origin, manufacturing conditions, and more. However, they tend to prefer the experience over the product. An advantage that sellers have realized and incorporated into their retail strategy.

On the other hand, displays and sound have become indispensable elements of retail. Therefore, retailers need to find solutions retail media flexible and easily adaptable to many points of sale. Indeed, all channels of marketing communication, both at the point of sale and from transactional, demographic and e-commerce navigation data, will enable on-site cable management.

Therefore, experience is definitely the future of retail, but there are still areas of development that need to be explored. Why not combine social media to target highly connected consumers beyond creating lifestyle spaces? This would create a continuous and direct interaction between the point of sale and the digital channel. A Snapchat filter with a brand image, a TikTok trend, a live Instagram… Social networks offer endless possibilities to engage consumers, engage them and create an addictive relationship with the brand for an even greater point-of-sale experience and at hand.

Hubert Gildon

"Coffee maven. Bacon nerd. Infuriatingly humble beer expert. Explorer. Tv guru. General alcohol specialist. Gamer. Proud problem solver."