Retailtainment, creating point-of-sale experiences

At a time when the customer and his experience are at the heart of everything we do, digital tools are being deployed on a massive scale to continue to attract and retain them, and to encourage them to consume. The quality of a product is no longer the only factor that triggers the act of purchase: the context, the environment and the consumer's state of mind also have a major influence on their decision. Retailtainment was born in response to these challenges; this trend marketing is based on a new in-store experience, thanks to entertainment, surprise and innovation. Here's how retailtainment is shaking up an entire sector.

What is retailtainment?

A contraction of the words "retail" and "entertainment", this principle is based on the integration of tools that create a certain atmosphere and arouse emotion at the point of sale, in order to entertain the customer. Consumers are stimulated and their interest in a product or brand is heightened, thanks to the unique and entertaining experience they are enjoying. This increases the attractiveness of the store and its offering, and in turn the visitor's intention to buy. With retailtainment, brands are tending to develop playful experiences based on immersion, going beyond a simple commercial message. The integration of tablets, touch screens and digital signage in stores and shopping malls has made it easy to invite play into the customer relationship.

Retailtainment for a unique in-store experience

Retailtainment transforms points of sale into real living spaces, integrated into their environment. This trend represents a powerful means of differentiation in the face of e-commerce, in order to meet the expectations of consumers in search of an ultra-personalized, premium experience. Above all, it means adopting and deploying an omnichannel strategy and tools designed to improvecustomer relations andexperience, at service .

Pop-up stores

A pop-up store is an ephemeral store set up for a given period. They are generally designed by brands as part of promotional operations or to draw attention to the launch of a new product. They use interactive digital tools to draw prospects into the point of sale, as well as elaborate animations based on surprise and exclusivity.

Shopping centers

Shopping centers have begun to evolve into hybrid places. Today, they are no longer dedicated solely to consumption, but are becoming real living spaces where people enjoy spending time. To maintain their appeal and boost on-site traffic, these buildings have had to adapt to the expectations of experience-seeking consumers. The entire experience before, during and after the shopping session has been rethought to offer activities that appeal to a wide variety of target groups.

The stores

The democratization of social networking has transformed stores, making them places where it's easy to share your experiences. The trend is towards instagrammable places, encouraging consumers to publish their experiences to their community. Faced with this phenomenon, stores have rethought the customer journey to encourage this sharing of experience, which represents free publicity with major repercussions for increasing brand awareness and customer loyalty. They have also rethought the store environment and its surroundings, with the integration of digital tools:digital signage (DOOH ) ordynamic window displays broadcast the content they publish on their social networks, with the aim of creating a real synergy between the physical and digital storefronts. This is what digital signage is all about: providing customers with a unique, entertaining and emotional experience, to immerse them in the brand's universe and create a bond.

The Cenareo solution is the ideal content management tool for digital signage, offering a new experience that goes far beyond the act of buying: it meets the omnichannel needs of retailers in their marketing point-of-sale strategies. A genuine entertainment and promotional tool, digital signage positively influences brand reputation and increases the desire to buy in-store. Cenareo maximizes the impact of your point-of-sale communication by simplifying the management of your screens, so you can stand out from the crowd and take advantage of all the opportunities offered by retailtainment.

Retailtainment: the brands that played the game

Many brands have invited digital technology into their points of sale to make them more attractive. Digital technology has enabled companies to create a strong bond with consumers, immersing them in the brand's universe with a host of innovative tools and ingenious strategies.

Pantone Café in Monaco, a fun and innovative pop-up store

Pantone's take on point-of-sale dramatization: known for its color charts, the brand inaugurated a space that transposed digital into the physical world, with the aim of reaching a younger, more connected audience. The ephemeral café served drinks and snacks in Pantone colors, a success with visitors eager to share their moment on social networks. Visually very attractive, the space invited visitors to interact with the brand in a different way, boosting awareness tenfold.

Polygone Riviera in Cagnes-sur-Mer, a unique shopping center

Polygone Riviera is a lifestyle mall spanning over 70,000 m2, combining shopping, leisure (casino, movie theaters, fitness centers) and dining, as well as a tour of its landscaped natural areas. Above all, it reveals itself as a veritable open-air art gallery, an exceptional setting for strolling through the works of internationally renowned artists. It's the perfect example of a hybrid shopping center, with an attractive range of leisure facilities.

El&n Café in Paris, the girly, Instagrammable tea salon

This tea room, with its wall decoration of fresh flowers, is often referred to as the most Instagrammable in the world. One of the most photographed cafés in the world since its creation, this institution offers meticulously presented drinks and dishes in a luxurious, fairytale setting designed to inspire people to photograph the place and share their experience.

Would you like to optimize your points of sale by making them more attractive through retailtainment? Adopt the Cenareo solution dedicated todigital signage in stores and points of sale, an innovative and flexible technology to offer an immersive experience that will make sense to your customers. Digital signage transforms a point of sale, offering a new, unique and personalized shopping experience that immerses your customers in the world of your brand. Designed to create links and enhance the image of your point of sale, digital signage is an integral part of a high-ROI marketing strategy.

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