Retailtainment: the store as a retail experience center

For some time I have been pointing out that stores are no longer mere points of sale. At NRF 2024, this transformation became even more evident: physical spaces have evolved into true stages of experiences. It is precisely from this movement that the concept of retailtainment the union between retail and entertainment, in which the customer experience gains prominence.

In retail, the consumer journey is sensory and the product, as valuable as it is, becomes supportive of the experience that surrounds it. This transformation is what we call retailtainment , a merger between “retail” (retail) and “entertainment” (entertainment) that marks this era of consumption.

The great brands understood that contemporary luxury is no longer linked only to what one has, but to what one feels. The perceived value is no longer concentrated in possession and begins to reside in experience. It is not just about exclusivity, but about provoking memorable sensations and creating authentic emotional connections with consumers. It is the so-called economy of experience, an evolutionary stage of consumption that puts living at the center of the purchase decision.

This turn of key is evident in high-end stores, which are beginning to look more and more like art galleries. Global brands have come to exhibit their products as true works, in sophisticated environments that inspire contemplation and desire. Tiffany & Co. is an iconic example of this strategy. With the recent inauguration of Blue Box Cafe in Brazil, the jewelry store has transformed a cinematic setting into a real experience, allowing its customers to live, in practice, the famous “Breakfast at Tiffany’s”. The result? The brand is no longer just a jewelry and becomes a lifestyle.

Brands like Gucci, Louis Vuitton and Dior already operate in this new format. Their physical spaces not only sell products, but also tell stories, provoke feelings and stimulate all the senses.The glass windows are being replaced by sensory windows that transport the consumer to universes often instagrammable and deeply personal.

Even in the face of the closure of stores such as Macy’s and The Body Shop, it is possible to see a reinvention of the role of the physical store. The idea that e-commerce would end the physical points is outdated. What is strengthened is the intelligent and emotional omnichannel. The customer can start his journey online, but seeks in the physical store an experience that adds value to his decision. And when well executed, this experience turns the sale into a natural consequence.

Strategies such as showrooming, product testing and immersive environments have been gaining strength in sectors such as technology, beauty and fashion.These are actions that put the consumer at the center of the experience and stimulate a safer, more enjoyable and aligned decision with their lifestyle.

In Brazil, this trend finds fertile ground.The national luxury market has been growing above the global average, with optimistic projections until 2030. Brands that were previously hesitant to invest in the country now compete for noble spaces in malls and high-end streets, betting not only on their products, but on creating unique, ephemeral and desirable experiences.

Retailtainment it is no longer a differential. It is a new format that touches the sensory and emotional, which communicates with the meaning. It is the store as a stage, the customer as a protagonist and the experience as a spectacle. And in this new scenario, whoever enchants first, conquers forever.