For some time now, I’ve been pointing out that stores have ceased to be mere points of sale. At NRF 2024, this transformation became even more evident: physical spaces have evolved into true stages for experiences. It is precisely from this movement that the concept of retailtainment, the union between retail and entertainment, where the customer’s experience takes center stage.
In retail, the consumer journey is sensory, and the product, no matter how valuable, becomes secondary to the experience surrounding it. This transformation is what we call retailtainment , a fusion between ‘retail’ and ‘entertainment’ that marks this era of consumption.
Major brands have understood that contemporary luxury is no longer just about what you have, but about what you feel. Perceived value shifts from ownership to residing in the experience. It’s not just about exclusivity, but about evoking memorable sensations and creating authentic emotional connections with consumers. This is the so-called experience economy, an evolutionary stage of consumption that places the experience at the center of purchasing decisions.
This shift is evident in high-end stores, which are beginning to resemble art galleries more and more. Global brands now display their products as true works of art, in sophisticated environments that inspire contemplation and desire. Tiffany & Co. is an iconic example of this strategy. With the recent opening of the Blue Box Café in Brazil, the jeweler transformed a cinematic setting into a real-life experience, allowing customers to live out the famous ‘Breakfast at Tiffany’s.’ The result? The brand ceases to be just a jeweler and becomes a lifestyle.
We are moving from the era of ownership into the era of presence. Brands like Gucci, Louis Vuitton, and Dior already operate in this new format. Their physical spaces don’t just sell products—they tell stories, evoke emotions, and stimulate all the senses. Glass displays are being replaced by sensory windows that transport consumers into often Instagrammable and deeply personal universes.
Even amid store closures like Macy’s and The Body Shop, we can see a reinvention of the role of physical stores. The idea that e-commerce would eliminate physical locations is outdated. What’s strengthening is intelligent and emotional omnichannel. The customer may start their journey online but seeks in-store experiences that add value to their decision. When executed well, this experience turns sales into a natural consequence.
Strategies like showrooming, product testing, and immersive environments are gaining traction in sectors like technology, beauty, and fashion. These are actions that place the consumer at the center of the experience and encourage a more confident, enjoyable decision aligned with their lifestyle.
In Brazil, this trend finds fertile ground. The national luxury market has been growing above the global average, with optimistic projections through 2030. Brands that once hesitated to invest in the country are now competing for prime spaces in high-end malls and streets, betting not just on their products but on creating unique, ephemeral, and desirable experiences.
Retailtainment is no longer a differentiator. It’s a new format that engages the sensory and emotional, communicating with meaning. It’s the store as a stage, the customer as the protagonist, and the experience as the spectacle. And in this new scenario, whoever enchants first, conquers forever.
