Introduction: Welcome to the World of “Retailtainment”
In-person events in retail are making a big comeback in a post-covid world—from live performances and hands-on workshops to in-store loyalty activations and surprise-and-delight moments in the aisles. Shoppers are craving in-person interaction, and the brands that can deliver are reaping the benefits in attention, engagement, and loyalty.
But what’s the secret sauce behind this rising trend? It’s called retailtainment, and it’s changing how shoppers connect with brands.
In today’s economy, where shoppers are more price-conscious than ever, retailtainment offers brands a unique opportunity to stand out. But what defines retailtainment, and why is it so valuable for your brand? Let’s break down what retailtainment really is and why it could be just the edge your brand needs.
What is Retailtainment?
To understand what retailtainment is, let’s look at the word itself. “Retail” refers to a retailer or channel, and “tainment” comes from “entertainment,” which is a big part of retailtainment. So, literally, retailtainment is the combination of retail… and fun!
Going deeper, retailtainment is the idea that a shopper heads into a store (typically with a list and a mission to get in and get out) but is met with something unexpected, entertaining, and FUN (for example: a game, a giveaway, a performance, a hands-on demo, or a social moment) that turns a normally-routine trip into something memorable.
People love to be surprised and delighted, and the concept of retailtainment is all about that.
Retailtainment takes a typical in-store experience and elevates it—going one step further and adding a layer of personality, fun, and brand storytelling that creates a personalized, memorable, branded experience for the shopper.
Where a traditional in-store sampling may offer a taste and a coupon, retailtainment adds storytelling, social sharing, and brand personality—that’s what sets it apart. A shopper isn’t typically going to think about their in-store sample after they leave the store. But one of the main benefits of retailtainment is its “linger effect”; retailtainment has given the shopper an experience that’s going to stick in their minds after they leave the aisle, creating lasting positive brand associations. It’s interactive, it’s immersive, and it lingers with you long after checkout.
Why “Retailtainment” Could Change Everything for Your Brand
The economic state of the U.S. today means price-conscious shoppers are increasingly turning to private-label brands. So, how can your brand fight back so shoppers choose you every time, even when there might be a cheaper alternative? Retailtainment might be the answer you’ve been searching for because it has an incredible ability to create brand loyalty and differentiate your brand and product from the competition.
Impactful Interaction
Retailtainment inherently brings a deeper level of interaction and commitment to your brand from shoppers because it invites people to want to engage. They’re choosing to interact with your event because they want to—and once they’re in, the door is open for them to connect with your brand on a personal level.
In-Person Feedback
It’s not just interaction—retailtainment gives your brand the opportunity to better connect with customers by speaking directly to them. It’s a rare opportunity for face-to-face communication and in-person connection in a digital-heavy world. For example, your team can hear firsthand what a shopper likes (or doesn’t) while their kid plays an interactive game or builds a DIY snack.
What could be more valuable than the chance for your brand to speak directly to your target audience to show them just why your brand is so cool?
Brand Affinity That Lasts
Most people have brands they tolerate and brands they love—and people have brands they love because they truly believe in those brands and what they stand for. Retailtainment can help your brand turn into a brand shoppers love by giving shoppers a chance to feel something (joy, curiosity, delight) when they interact with you. That emotional connection is what’s going to turn your casual buyers into loyal fans.
Trust and Loyalty
Retailtainment builds trust through real-world, human interaction. It builds likability by making your brand feel human. And it builds loyalty by creating the kind of emotional connection that can outlast a price cut from a competitor. More than just driving a purchase in the moment, retailtainment helps your brand become a shopper's preference. In other words, a great experience now can mean repeat purchases for months, or even years, to come.
Quality Over Quantity
Yes, retailtainment can require more effort and dollars than a basic sampling table. But when done right, the payoff can last literally a lifetime. Retailtainment isn’t about reaching the most people in the shortest amount of time; it’s more about the long game and making a real impact with the people you do reach so they remember you, talk about you, and come back for more.
That level of quality interaction is often worth far more than high-volume, low-engagement tactics, especially in a market where shoppers are overwhelmed by choices and underwhelmed by most in-store experiences.
Conclusion
The moral of the story is: when a shopper has a deeper interaction with your brand—something that involves genuine fun and surprise—they’re more likely to build loyalty that transcends price. And that’s the magic of retailtainment. It taps into the emotional side of shopping to turn those one-time buyers into long-term loyalists.
So the next time you're thinking about your in-store strategy, consider this: What’s more valuable—one quick sample, or a moment that your shopper actually remembers that impacts their buying behavior for months or years to come?