Retailtainment: What is it and where can I find it?

Retailtainment is a portmanteau of the words “retail” and “entertainment”, and the word refers to the growing trend of mixing traditional retail and shopping experiences with experiential ambiance and activity. This heightened atmosphere attracts consumers increasing the likelihood of a purchase and repeat business.

The concept of retailtainment aims to enhance the traditional retail environment by creating a more immersive and enjoyable shopping experience for customers. The concept is gaining popularity among international brands, national retailers, and local businesses.

Let's explore some benefits of RETAILTAINMENT and where you can find it around Fort Wayne.

Customer Loyalty

Customer loyalty can be more profound than you might think. When a customer associates their positive experiences with a store, it fosters a stronger emotional connection between that customer and the brand.

International stores and brands like IKEA and Bass Pro Shops/Cabela's have immersive showrooms to surround customers with the life they envision for themselves. Customers can leave the store satisfied having tested products in a simulated real-life environment. With interactive tools, custom apps, special events, and loyalty programs, stores can continuously grow the emotional connection created between the brand and customers even after they have left the premises.

Interactive experiences and personalized services offered through retailtainment make customers feel valued. When customers feel recognized and catered to, their loyalty strengthens. For instance, personalized recommendations or exclusive events for loyal members make them feel special and appreciated.

Extended Shopping Time

Extended shopping time, a crucial benefit of retailtainment, directly correlates with increased sales and customer engagement. When customers spend more time in a store, they are more likely to discover new products, make impulse purchases, and develop a deeper connection with the brand.

Retailtainment strategies, such as interactive displays, themed environments, and engaging events, create an inviting atmosphere that encourages customers to linger. For instance, stores like Barnes & Noble often feature comfortable seating and cafés encouraging customers to stay longer and explore more. The store transforms into whatever the customer may need—a library, a coffee shop, a bookseller, or even a children's play area—turning a quick visit into a prolonged experience.

Gamification

Gamified experiences are often shareable, encouraging customers to post about their achievements and experiences on social media, thereby increasing brand visibility and attracting new customers.

By integrating gamification into the retail experience, retailers can create a dynamic and engaging environment that not only draws customers in but also encourages them to return. Through points systems, contests, scavenger hunts, and more, gamification transforms shopping into a fun and rewarding activity, ultimately driving customer satisfaction, loyalty, and sales.

Even grocery stores like Trader Joe’s have a hide-and-seek game for kids to find stuffed animals around the store to receive a sweet treat, encouraging families to explore the aisles thoroughly and potentially purchase more than intended.

For example, Dick’s Sporting Goods is testing a new House of Sport concept where customers can try gear and equipment in real environments before buying. House of Sport includes a large-scale outdoor track and field, winter ice rink, indoor rock climbing wall, pro shops, putting greens, batting cages, and wellness rooms, just to name a few. The facilities are available to individuals and teams year-round and also include nutritious concessions and equipment repairs. 

Smaller sport-specific businesses and brands are starting to offer similar amenities, such as attached pickleball courts, skateparks in the parking lot, esport lounges, or paintball battlegrounds in the warehouse. Customers can play a few games and mingle with fellow enthusiasts before exploring more of what the store has to offer, thus deepening their connection with the business and brand.

The Fairfield opening Fall 2024

The Fairfield, located downtown at 1510 Fairfield Avenue, is a multi-level building where each floor will cater to a different customer experience. The main floor will house Pinhouse Social, a duckpin bowling space with a full restaurant and bar. The second floor will be Urban Golf with eight bays of golf simulators, a full bar, and a pro shop for all your golfing needs. The top floor will be The Fairfield Wedding & Events, a timeless historic event venue with a full catering kitchen, bar, and a bridal suite.

Nathan Newport, owner of The Fairfield, filled us in about this new Fort Wayne development in an email interview. He says,

“We saw a gap in the market, and as our downtown area continues to increase in size, so will the demand on entertainment”.

Nathan also noted that “the key to development is creating connectivity, and we are bridging the gap between Electric Works and Parkview Field/Downtown”. The Fairfield has additional plans for their space, but Nathan can’t disclose them at this time. He says to stay tuned for more announcements.

Sweetwater Sound off US 30

Sweetwater Sound, a professional music and audio company headquartered in Fort Wayne, is a prime example of retailtainment. They have an indoor performance theatre, an outdoor performance pavilion, a recording studio, a diner, a coffee shop, an arcade & game area, and even a salon & spa. There's even a concierge service to assist employees and guests and a giant slide for a fun way to get back to the first floor. 

While musicians are shopping, having a lesson, or testing out instruments and gear, friends and family can enjoy a bit of pampering and relaxation on Sweetwater's entertaining and educational campus.

Ducky's FW at The Pearl

Ducky’s will be a new family-friendly restaurant/entertainment venue in downtown Fort Wayne’s new development, The Pearl. With plans to open in Fall 2024, this full-service restaurant featuring duckpin bowling is a prime example of retailtainment in action in our very own Fort Wayne. 

In the press release from Surack Enterprises, Johnny Perez, the visionary behind Ducky’s, stated “he saw a need for more downtown attractions which could be enjoyable, not just for kids or just for adults, but for everyone”.

More Fort Wayne Retailtainment 

Swizzle is an alcohol-free beverage market and bar at Jefferson Pointe offering enhanced shopping, indoor/outdoor seating, yard games, workshops, and tastings. Round Table Games & Curt's Cafe is a combination board game store and coffee shop in Coldwater Crossing with plenty of table space to play board and card games.

At all DeBrand Fine Chocolates locations, you can enjoy decadent chocolates, ice cream, and beverages in their sophisticated cafés. However, you can only get a factory tour to see the chocolatiers in action at the DeBrand headquarters off Auburn Road in Fort Wayne. A real-life Willy Wonka experience!

Retailtainment is changing the retail landscape by merging shopping with engaging and entertaining experiences.

In an era where e-commerce is rapidly growing, retailtainment provides brick-and-mortar stores with a unique advantage—offering experiences that cannot be replicated online. By continually innovating and enhancing the in-store experience, retailers can build lasting relationships with their customers, ensuring sustained success in the evolving retail industry.