Remember when shopping was a straightforward transaction? You went to a store, found what you needed, paid, and left. However, in today’s ever-changing landscape, where digital convenience reigns supreme, physical retail has undergone a remarkable transformation. It’s no longer just about the transaction; it’s about creating an immersive experience through retail entertainment. This is where ‘Retailtainment’ comes in —a robust business strategy that’s transforming stores into immersive playgrounds, cultural hubs, and personal sanctuaries.

As the definition aptly puts it, “Retailtainment (retail entertainment) is a business strategy that combines shopping with engaging entertainment experiences. It creates a unique, enjoyable, and memorable customer journey beyond just the transaction itself. By creating immersive environments using activities, ambience, and interactive technology, retailers aim to delight customers. They want to foster emotional connections, build brand loyalty, and ultimately drive sales. This is in a competitive landscape where consumers increasingly value experiences over material goods.”

But what truly drives this shift? It’s more than just a fad; it’s a profound understanding of human psychology. There is a significant impact of emotions on consumer behaviour, a concept brilliantly explored in “The New Science of Customer Emotions” by Scott Magids, Alan Zorfas, and Daniel Leemon (Magids, Zorfas & Leemon 2015).

The Emotional Core of Retailtainment

Magids, Zorfas, and Leemon (2015) highlight that companies that connect with customers’ emotions can unlock “huge” payoffs. This can drive significant growth and profitability. This customer insight isn’t guesswork; it’s a rigorous science. Magids, Zorfas, and Leemon (2015) introduce the concept of “emotional motivators”—deep, often unconscious desires that drive consumer choices. These aren’t simply “likes” or “trusts,” but fundamental feelings like the desire to “stand out from the crowd,” “have confidence in the future,” “enjoy a sense of well-being,” “feel a sense of freedom,” “feel a sense of thrill,” “feel a sense of belonging,” or “be the person I want to be.”

‘Retailtainment’, at its heart, is the physical manifestation of leveraging these emotional motivators. When a store transforms into an experience, it’s not just selling products; it’s selling a feeling. It provides a memory, a connection that online shopping, for all its convenience, often struggles to replicate. This is retail entertainment.

The “New Science of Customer Emotions” (Magids, Zorfas, & Leemon, 2015) research reveals a compelling “emotional connection pathway.” Customers move from being unconnected to highly satisfied, then perceive brand differentiation, and finally become fully connected. The key insight? Fully connected customers are 52% more valuable, on average, than those who are just highly satisfied. This dramatic increase in value is the ultimate prize retailtainment seeks to capture.

How ‘Retailtainment’ Taps into Our Deepest Desires

Let’s look at some key elements of retail entertainment and how they align with those powerful emotional motivators:

1. Immersive Environments & Ambience

Think themed stores, art installations, sensory experiences with custom scents, lighting, and curated soundtracks.

* Emotional Motivators Activated: “Enjoy a sense of well-being” (comfort, relaxation), “Feel a sense of thrill” (novelty, wonder), “Stand out from the crowd” (unique aesthetic, Instagrammable moments).
* Example: Lush Cosmetics, where the vibrant colours, strong scents, and interactive product demonstrations create a playful, almost spa-like atmosphere.

2. Interactive Technology

Augmented reality mirrors that let you “try on” clothes, virtual reality tours, personalised digital displays, and bright fitting rooms.

* Emotional Motivators Activated: “Feel a sense of freedom” (effortless exploration, removing friction), “Be the person I want to be” (imagining oneself with a product), “Feel a sense of thrill” (cutting-edge experience).
* Example: Nike’s flagship stores use apps and interactive screens to personalise shopping. They offer tailored recommendations and immediate access to products, embodying the desire for freedom and self-improvement.

3. Activities, Workshops & Events

Cooking classes in a kitchenware store, yoga sessions in an athletic wear shop, author readings in a bookstore, or live music performances.

* Emotional Motivators Activated: “Feel a sense of belonging” (community, shared interests), “Be the person I want to be” (skill development, personal growth), “Feel a sense of thrill” (unique events).
* Example: The fashion retailer, as profiled by Magids, Zorfas & Leemon (2015), encouraged customers to submit selfies showing their favourite outfits. Displaying them on large screens fostered a “sense of belonging” among “Fashion Flourishers.” This direct engagement fostered a sense of community and strengthened connections.

4. Personalisation & Customisation

Bespoke product creation, personalised styling sessions, or consultations with experts.

* Emotional Motivators Activated: “Stand out from the crowd” (uniqueness, individuality), “Be the person I want to be” (self-expression, tailored to one’s ideal).
* Example: Mecca’s beauty advisors provide a personalised skin and eyebrow consultation and treatment experience. This helps customers feel confident and express their desired self-image.

5. Food & Beverage Integration:

Cafés, restaurants, or even wine bars within a retail space.

* Emotional Motivators Activated: “Enjoy a sense of well-being” (comfort, indulgence), “Feel a sense of belonging” (socialising, extended stay).
* Example: Ikea offers a dining and snack option to turn a shopping trip into a longer, more pleasant outing. This invites customers to linger and relax.

The Payoff: More Than Just Foot Traffic

The national fashion retailer case study, as examined by Magids, Zorfas, & Leemon (2015), exemplifies the effectiveness of this approach. By identifying and deeply understanding their most emotionally connected customers (dubbed “Fashion Flourishers”), the retailer wasn’t just increasing foot traffic. They were cultivating a segment that was:
* Spending twice as much annually.
* Shopping more often and advocating more.
* Significantly less price-sensitive.

This deep dive into emotional motivators allowed them to optimise store locations, refine online and omnichannel experiences, and adjust merchandise. They also created highly targeted marketing messages. The result? A 3.5% growth in same-store sales (compared to a 1% average). There was an increase in inventory turns and a 20% rise in their emotional connection score, leading to record-high customer lifetime values.

The Future of Retail is Experiential

In an age where everything is just a click away, physical stores must offer something more—something intangible, memorable, and deeply human. ‘Retailtainment’ isn’t just a marketing gimmick; it’s a strategic imperative. It’s about recognising that customers don’t just buy products; they buy into identities, communities, aspirations, and experiences.

Companies that embrace “the new science of customer emotions” and integrate emotional connection across product development, marketing, sales, and service will be the ones that thrive. They understand that by creating immersive environments, engaging activities, and personalised interactions, they’re not just selling goods. They’re selling joy, belonging, thrill, and the opportunity for customers to be the person they truly want to be. And that is the best retail entertainment of all.

Reference
Magids S, Zorfas A & Leemon D 2015, The New Science of Customer Emotions, HBR Magazine November 2015 <https://hbr.org/2015/11/the-new-science-of-customer-emotions>