Some time ago, I have been pointing out that stores have ceased to be mere points of sale. At NRF 2024, this transformation became even more evident: physical spaces evolved into true experience stages. It is precisely from this movement that the concept of born.retailtainmentthe union between retail and entertainment, where the customer's experience takes center stage.
In retail, the consumer's journey is sensory, and the product, no matter how valuable, becomes secondary to the experience surrounding it. This transformation is what we callretailtainmenta fusion between "retail" and "entertainment" that marks this era of consumption.
The major brands understood that contemporary luxury is no longer just about what you have, but about what you feel. The perceived value ceases to be focused on possession and comes to reside in the experience. It's not just about exclusivity, but about provoking memorable sensations and creating authentic emotional connections with consumers. It is called the experience economy, an evolutionary stage of consumption that places the experience at the center of the purchasing decision.
This turning point is evident in high-end stores, which are increasingly beginning to resemble art galleries. Global brands began to showcase their products as true works, in sophisticated environments that inspire contemplation and desire. A Tiffany & Co. It's an iconic example of this strategy. With the recent opening of the Blue Box Café in Brazil, the jewelry store transformed a cinematic setting into a real-life experience, allowing its customers to practically live the famous "Breakfast at Tiffany's." The result? The brand ceases to be just a jewelry store and becomes a lifestyle.
We are moving from the era of possession to the era of presence. Brands like Gucci, Louis Vuitton, and Dior are already operating in this new format. Your physical spaces not only sell products but also tell stories, evoke feelings, and stimulate all the senses. Glass display cases are being replaced by sensory windows that transport consumers to worlds often Instagrammable and deeply personal.
Even in the face of store closures like 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 The idea that e-commerce would eliminate physical stores is outdated. What is strengthened is the intelligent and emotional omnichannel. The customer can start their journey online but seeks an in-store experience that adds value to their decision. And when well executed, this experience transforms the sale into a natural consequence.
Strategies such as showrooming, product testing, and immersive environments are gaining strength in sectors like technology, beauty, and fashion. They are actions that put the consumer at the center of the experience and encourage a safer, more enjoyable decision aligned with their lifestyle.
In Brazil, this trend finds fertile ground. The national luxury market is growing above the global average, with optimistic projections until 2030. Brands that previously hesitated to invest in the country are now competing for prime spaces in malls and upscale streets, betting not only on their products but also on creating unique, ephemeral, and desirable experiences.
RetailtainmentIt's no longer a differentiator. It is a new format that engages the sensory and emotional, communicating through meaning. It is the store as a stage, the customer as the protagonist, and the experience as a spectacle. And in this new scenario, whoever charms first, wins forever.
