Cybertill chief executive officer, Ian Tomlinson, believes ‘retailtainment’ is the buzzword of the moment and a new in-store approach beckoning jewellery retailers. Here, he explains why…

2017 has been a year of riveting and relevant retail marketing. During a period where shopping has altered significantly over the last decade, the retail climate has been experiencing an unprecedented shift in the way consumers are choosing to shop.

With convenience at the forefront of shoppers’ minds, traditional brick and mortar stores have more pressure than ever to grow the customer’s experience and meet new demands of consumers.


Growing Consumer Expectations

The changes in retailing has meant modern shoppers demand more; gone are the days where shopping consisted of entering a brick and mortar store and choosing from the limited in-store products. Consumers today are met with a choice, variety and immediate availability from e-commerce and Click and Collect.

With what one can argue is now ‘too much choice’, the demand in in-store shopping has declined. Consumers want more, something unique, a discovery like no other before, a place that offers an elusive space to make purchasing more about buying into an experience that a brand has to offer over ‘just another transaction’.

Brick and Mortar’s take on Retailtainment

To stand out from the crowd retailers are embracing the omni-channel experience, creating pop-up stores and engaging in ‘retailtainment’ to combat the Instagram-worthy retailers that are leading the future in consumer purchasing.

Opting for more of futuristic experience over old retailing methods, retailers are seeking to make their in-store experience more immersive, interactive and personalised. Constructing an unforgettable experience may just encourage online shoppers to step away from the comfort of their home and experience something new.

The fusion of retail and entertainment is a concept that has captivated the retail industry. Retailtainment is fast becoming the marketing method of choice to entice customers back into brick and mortar stores. The idea has led to retailers moving away from what was once considered the norm by creating consumer experiences that are out of the ordinary.

Adding elements into traditional shopping experiences with sound, emotion, activity and ambience excites consumers to purchase products. This engagement encourages shoppers to linger longer, share their experiences with friends through word of mouth and on social media platforms like Facebook. Consequently, creating the buzz and conversational topic amongst consumers that retailers crave.

Retailtainment at its Best

Virtual reality is at the forefront of incorporating a digital presence into brick and mortar stores. Concept catwalks and runways instore are popular amongst fashion retailers. Stores across China are taking virtual reality to the next level by introducing the concept of entering a store in Asia but being virtually transported into New York to browse and purchase items.

Others are investing in the stores ambience by introducing popular lifestyle activities such as quirky coffee stalls as seen by River Island or giving tech geeks lessons at Apple stores over YouTube tutorials. Across the pond superstore Walmart are interacting with their customers and delivering on promotional events like meeting their favourite bull riders as a way of boosting targeted customer traffic.

Using entertainment and lifestyle activities integrated with digital experiences, open creative spaces, coffee shop boutiques and even cinema themed promotions are unmistakeably making the instore shopping experience more interesting, thrilling and enjoyable for the consumer.

Is Retailtainment the Solution?

Creating an individual audio and visual consumer experience is however more than just providing something different and fun. The psychology of creating the right ambient environment is meticulous. From the music, lighting and colour to smells, it is one that has been invested and well-studied and has been recognised as an influencer in consumer behaviour and spending.

Marketing ploys, sophisticated concepts and well thought-out strategies can work subtly, cleverly or even wildly, but the true significance of retailtainment is whether it can lead the way in pulling consumers away from online shopping and back into brick and mortar.

Retailers who combine the elements of retail and entertainment together, are beginning to prove its intangibility as a method to entice consumers back. This may demonstrate retailtainment to be the powerful tool that promises to achieve customer retention in the future.

The instore retail industry may have just found its solution to its ever-falling sales and restore the instore magic by offering more than just a standard shopping experience. Breathing once again a sense of new life into the retail world that it has eagerly awaited.


  1. Couldn’t agree more but it is difficult for an independent jeweller with the vast array of products and price points they cover. That is not to say that they cannot create that in store experience. Its just that perhaps suppliers and manufacturers should take a more pro-active role. It is starting – I just read about the new offer from Insignity that was well received at the IJL.
    If we, the suppliers, wish retailers to carry on selling our product we have to take our share of the responsibility. In an age of Amazon and the internet in general those that do with prosper and those that don’t will not. It is as cold and simple as that.