{"id":2970,"date":"2017-10-03T12:01:28","date_gmt":"2017-10-03T20:01:28","guid":{"rendered":"https:\/\/www.rangeme.com\/blog\/?p=2970"},"modified":"2022-01-31T14:16:54","modified_gmt":"2022-01-31T22:16:54","slug":"retailtainment-inspires-shoppers-to-see-whats-in-store","status":"publish","type":"post","link":"https:\/\/www.rangeme.com\/blog\/retailtainment-inspires-shoppers-to-see-whats-in-store\/","title":{"rendered":"Retailtainment Inspires Shoppers to See What\u2019s in Store"},"content":{"rendered":"<p><span class=\"dropcap\">T<\/span>his year, retailers are putting the experience back in \u2018customer experience.\u2019 To boost in-store traffic, sales, and favorable word of mouth, U.S. retailers are investing in a blend of shopping and entertainment, or, as they are calling it, retailtainment. A provocative combination, retailtainment gives retailers a refreshing magnetism that pulls shoppers into stores by offering fun, enticing experiences.<\/p>\n<p>This trend reflects recent changes in consumer behavior: Shoppers now crave unique, memorable experiences they can share with their loved ones by posting photos on social media, including Instagram and Facebook.<\/p>\n<p>What\u2019s more, investing in experiences is a smart, strategic move for retail companies. A National Retail Federation survey found nearly 40% of consumers desire a gift of experience, such as tickets to a sporting event, especially among 18 to 44 year olds.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_1');\" onkeypress=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_1');\" ><sup id=\"footnote_plugin_tooltip_2970_1_1\" class=\"footnote_plugin_tooltip_text\">1<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2970_1_1\" class=\"footnote_tooltip\">Cheng, Andria. The Competitive Threat in Retail Isn&#8217;t Just Other Retailers. eMarketer. January 5, 2017.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2970_1_1').tooltip({ tip: '#footnote_plugin_tooltip_text_2970_1_1', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> Strategic consulting firm A.T. Kearney found experiences and experience-related products like sporting goods have risen to 28% and 17%, respectively, of the $4.3 trillion in consumers&#8217; discretionary household consumption as of 2015 (up from 22% and 14% of $1.1 trillion in 1985).<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_2');\" onkeypress=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_2');\" ><sup id=\"footnote_plugin_tooltip_2970_1_2\" class=\"footnote_plugin_tooltip_text\">2<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2970_1_2\" class=\"footnote_tooltip\">Cheng, Andria. The Competitive Threat in Retail Isn&#8217;t Just Other Retailers. eMarketer. January 5, 2017.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2970_1_2').tooltip({ tip: '#footnote_plugin_tooltip_text_2970_1_2', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/p>\n<p>In 2017, retailtainment is particularly important to reinvigorate the in-store retail sector. Ongoing retail contraction and online competition have led to more than 6300 store closures as of August 1.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_3');\" onkeypress=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_3');\" ><sup id=\"footnote_plugin_tooltip_2970_1_3\" class=\"footnote_plugin_tooltip_text\">3<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2970_1_3\" class=\"footnote_tooltip\">Peterson, Hayley. More than 6,300 stores are shutting down \u2014 here&#8217;s the full list. Business Insider. August 1, 2017.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2970_1_3').tooltip({ tip: '#footnote_plugin_tooltip_text_2970_1_3', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> Now retailers and shopping malls must reinvent themselves to attract consumers back to physical stores by emphasizing rich, multisensory experiences they cannot find elsewhere.<\/p>\n<p><span class=\"pull-right\">Retailtainment means making stores a place \u201cto inspire, engage, educate and excite.\u201d <span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_4');\" onkeypress=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_4');\" ><sup id=\"footnote_plugin_tooltip_2970_1_4\" class=\"footnote_plugin_tooltip_text\">4<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2970_1_4\" class=\"footnote_tooltip\">Jones, Charisse. Retailers Adding Unusual Perks To Entice Shoppers To Stores. USA Today. September 11, 2017.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2970_1_4').tooltip({ tip: '#footnote_plugin_tooltip_text_2970_1_4', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/span><\/p>\n<p><strong>Malls Get a Makeover<\/strong><br \/>\nShopping malls are undergoing reinvention, adding bowling alleys, karaoke, upscale celebrity restaurants and live entertainment venues for Instagram-worthy fun to lure consumers to physical stores.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_5');\" onkeypress=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_5');\" ><sup id=\"footnote_plugin_tooltip_2970_1_5\" class=\"footnote_plugin_tooltip_text\">5<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2970_1_5\" class=\"footnote_tooltip\">Thau, Barbara. Anchors Away: Malls Get A New Lease On Life With Fresh Retail Blood, Karaoke. Forbes. March 28, 2017.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2970_1_5').tooltip({ tip: '#footnote_plugin_tooltip_text_2970_1_5', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> The loss of malls\u2019 anchor tenants has led to such creative solutions as the installation of amusement parks, spas, and upscale movie theaters. <span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_6');\" onkeypress=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_6');\" ><sup id=\"footnote_plugin_tooltip_2970_1_6\" class=\"footnote_plugin_tooltip_text\">6<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2970_1_6\" class=\"footnote_tooltip\">Rosen, Kenneth A. and Eric F. Chavetz. Diversification key for mall developers as retail landscape evolves. Retail Dive. February 7, 2017.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2970_1_6').tooltip({ tip: '#footnote_plugin_tooltip_text_2970_1_6', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/p>\n<p>Downtown Container Park in Las Vegas is a retailtainment leader that excels at community building through free live music every weekend, movie nights and family friendly events.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_7');\" onkeypress=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_7');\" ><sup id=\"footnote_plugin_tooltip_2970_1_7\" class=\"footnote_plugin_tooltip_text\">7<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2970_1_7\" class=\"footnote_tooltip\">Pappas, Christopher. Experiential Retailing Is Transforming the Use of CRE. Commercial Property Executive. July 13, 2017.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2970_1_7').tooltip({ tip: '#footnote_plugin_tooltip_text_2970_1_7', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> To get in on the retailtainment action, suppliers of baby and pet products could express how their offerings align with these types of community-centric retail experiences, which can boost brand awareness and engagement for retail trading partners.<\/p>\n<div id=\"attachment_2972\" style=\"width: 723px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Retailtainment-Las-Vegas.png?auto=format%2Ccompress\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-2972\" src=\"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Retailtainment-Las-Vegas.png?auto=format%2Ccompress\" alt=\"\" width=\"713\" height=\"472\" class=\"size-full wp-image-2972\" srcset=\"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Retailtainment-Las-Vegas.png?w=713 713w, https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Retailtainment-Las-Vegas.png?w=300 300w, https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Retailtainment-Las-Vegas.png?w=600 600w\" sizes=\"auto, (max-width: 713px) 100vw, 713px\" \/><\/a><p id=\"caption-attachment-2972\" class=\"wp-caption-text\">Las Vegas\u2019 Downtown Container Park is a leader in unique, exciting shopping experiences.<\/p><\/div>\n<p>To appeal to consumers\u2019 increased demand for health and wellness lifestyles, some shopping malls have installed hockey rinks, soccer fields and obstacle courses for fun community fitness.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_8');\" onkeypress=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_8');\" ><sup id=\"footnote_plugin_tooltip_2970_1_8\" class=\"footnote_plugin_tooltip_text\">8<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2970_1_8\" class=\"footnote_tooltip\">Ewen, Lara. &#8216;Not dead, just changing&#8217;: What the future holds for the American mall. Retail Dive. May 3, 2017.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2970_1_8').tooltip({ tip: '#footnote_plugin_tooltip_text_2970_1_8', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> Such fitness-focused retailtainment offerings make a good strategic fit for suppliers of healthy foods, as well as healthcare and pharmacy products.<\/p>\n<p>Some malls are also converting to community-based destinations for consumers looking for fresh, locally produced food, innovative products and one-of-a-kind artisan products, ranging from handicrafts to furniture.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_9');\" onkeypress=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_9');\" ><sup id=\"footnote_plugin_tooltip_2970_1_9\" class=\"footnote_plugin_tooltip_text\">9<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2970_1_9\" class=\"footnote_tooltip\">Ewen, Lara. &#8216;Not dead, just changing&#8217;: What the future holds for the American mall. Retail Dive. May 3, 2017.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2970_1_9').tooltip({ tip: '#footnote_plugin_tooltip_text_2970_1_9', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/p>\n<p><strong>Retailtainment Makes Shoppers Linger Longer<\/strong><br \/>\nFor some companies, reimagining retail has meant shifting a store\u2019s purpose from simply selling stuff to building community through such retailtainment offerings as a public space for yoga, jogging and brunch.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_10');\" onkeypress=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_10');\" ><sup id=\"footnote_plugin_tooltip_2970_1_10\" class=\"footnote_plugin_tooltip_text\">10<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2970_1_10\" class=\"footnote_tooltip\">Griffith, Erin. Selling Stuff Is No Longer the Point of Retail Stores. Fortune. June 8, 2017.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2970_1_10').tooltip({ tip: '#footnote_plugin_tooltip_text_2970_1_10', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> To inspire consumers to visit their stores and linger longer, retailers also incorporate lifestyle elements, including boutique coffee shops and virtual reality (VR) experiences.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_11');\" onkeypress=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_11');\" ><sup id=\"footnote_plugin_tooltip_2970_1_11\" class=\"footnote_plugin_tooltip_text\">11<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2970_1_11\" class=\"footnote_tooltip\">12 forecasts for the retail industry in 2017. Vend. December 2016.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2970_1_11').tooltip({ tip: '#footnote_plugin_tooltip_text_2970_1_11', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/p>\n<p>This year\u2019s retail contraction has hit apparel retailers especially hard, and in response they are getting creative in how they reimagine their space. Some retailers are creating an experience-based environment and tying products to experiences, which changes the marketing  focus from product features to experiential benefits. For instance, outdoor gear retailers would traditionally emphasize the warmth of a coat; however, now they might focus on how the product can deepen consumers&#8217; outdoor experience, as the following example shows.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_12');\" onkeypress=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_12');\" ><sup id=\"footnote_plugin_tooltip_2970_1_12\" class=\"footnote_plugin_tooltip_text\">12<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2970_1_12\" class=\"footnote_tooltip\">Cheng, Andria. The Competitive Threat in Retail Isn&#8217;t Just Other Retailers. eMarketer. January 5, 2017.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2970_1_12').tooltip({ tip: '#footnote_plugin_tooltip_text_2970_1_12', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/p>\n<div id=\"attachment_2980\" style=\"width: 910px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Retailtainment-REI1.png?auto=format%2Ccompress\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-2980\" src=\"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Retailtainment-REI1.png?auto=format%2Ccompress\" alt=\"\" width=\"900\" height=\"474\" class=\"size-full wp-image-2980\" srcset=\"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Retailtainment-REI1.png?w=900 900w, https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Retailtainment-REI1.png?w=300 300w, https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Retailtainment-REI1.png?w=600 600w\" sizes=\"auto, (max-width: 900px) 100vw, 900px\" \/><\/a><p id=\"caption-attachment-2980\" class=\"wp-caption-text\"><strong>Focused on play:<\/strong> REI\u2019s marketing emphasizes outdoor experiences, active lifestyles and fun, rather than product features.<\/p><\/div>\n<p>To satisfy hungry fashionistas, Urban Outfitters recently bought fast-casual Pizzeria Vetri to incorporate into its stores, and tech-savvy trendsetter Rebecca Minkoff added smart dressing rooms so consumers can order drinks, browse the store catalogue, and communicate with store associates.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_13');\" onkeypress=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_13');\" ><sup id=\"footnote_plugin_tooltip_2970_1_13\" class=\"footnote_plugin_tooltip_text\">13<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2970_1_13\" class=\"footnote_tooltip\">12 forecasts for the retail industry in 2017. Vend. December 2016.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2970_1_13').tooltip({ tip: '#footnote_plugin_tooltip_text_2970_1_13', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/p>\n<p>How\u2019s this for cross-selling? In downtown Los Angeles, retailer Shinola\u2019s store includes a shop owned by renowned tattoo artist Scott Campbell for shoppers seeking the latest fashions and ink.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_14');\" onkeypress=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_14');\" ><sup id=\"footnote_plugin_tooltip_2970_1_14\" class=\"footnote_plugin_tooltip_text\">14<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2970_1_14\" class=\"footnote_tooltip\">Jones, Charisse. Retailers Adding Unusual Perks To Entice Shoppers To Stores. USA Today. September 11, 2017.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2970_1_14').tooltip({ tip: '#footnote_plugin_tooltip_text_2970_1_14', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/p>\n<p><span class=\"pull-left\">Retail decision makers \u201cneed a new mindset \u2014 they\u2019re in the business of entertainment, of building social communities.\u201d<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_15');\" onkeypress=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_15');\" ><sup id=\"footnote_plugin_tooltip_2970_1_15\" class=\"footnote_plugin_tooltip_text\">15<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2970_1_15\" class=\"footnote_tooltip\">Ruff, Corinne. 4 takeaways from NRF&#8217;s Big Show 2017. Retail Dive. January 18, 2017.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2970_1_15').tooltip({ tip: '#footnote_plugin_tooltip_text_2970_1_15', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/span><\/p>\n<p>In grocery, reframing retail value now means emphasizing non-price factors, including quality, customer service and an exceptional shopping experience to encourage customers to shop longer and spend more on food and beverage products.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_16');\" onkeypress=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_16');\" ><sup id=\"footnote_plugin_tooltip_2970_1_16\" class=\"footnote_plugin_tooltip_text\">16<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2970_1_16\" class=\"footnote_tooltip\">Skrovan, Sandy. Food for thought: 7 trends set to define grocery retail in 2017. RetailDive. January 5, 2017.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2970_1_16').tooltip({ tip: '#footnote_plugin_tooltip_text_2970_1_16', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/p>\n<p>Retailtainment has expanded supermarkets\u2019 scope to include a coffee bar, wine-tasting section and dinner party solutions and live cooking shows.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_17');\" onkeypress=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_17');\" ><sup id=\"footnote_plugin_tooltip_2970_1_17\" class=\"footnote_plugin_tooltip_text\">17<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2970_1_17\" class=\"footnote_tooltip\">Skrovan, Sandy. Food for thought: 7 trends set to define grocery retail in 2017. RetailDive. January 5, 2017.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2970_1_17').tooltip({ tip: '#footnote_plugin_tooltip_text_2970_1_17', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> Experiential in-store grocery features like live cooking and product demonstrations are particularly popular among millennial shoppers who desire elevated culinary experiences.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_18');\" onkeypress=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_18');\" ><sup id=\"footnote_plugin_tooltip_2970_1_18\" class=\"footnote_plugin_tooltip_text\">18<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2970_1_18\" class=\"footnote_tooltip\">Skrovan, Sandy. Millennials spend more on groceries than older generations. Food Dive. July 24, 2017.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2970_1_18').tooltip({ tip: '#footnote_plugin_tooltip_text_2970_1_18', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_19');\" onkeypress=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_19');\" ><sup id=\"footnote_plugin_tooltip_2970_1_19\" class=\"footnote_plugin_tooltip_text\">19<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2970_1_19\" class=\"footnote_tooltip\">Acton, Annabelle. The Future Of Grocery Shopping: What The Amazon And Whole Foods Merger Means For Supermarkets. Forbes. July 6, 2017.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2970_1_19').tooltip({ tip: '#footnote_plugin_tooltip_text_2970_1_19', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/p>\n<p>Customers in the market for bath products who visit the Kohler Experience Center in New York can now sample the faucets, showerheads and sinks \u2013 by taking a shower or bath on site(!).<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_20');\" onkeypress=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_20');\" ><sup id=\"footnote_plugin_tooltip_2970_1_20\" class=\"footnote_plugin_tooltip_text\">20<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2970_1_20\" class=\"footnote_tooltip\">Jones, Charisse. Retailers Adding Unusual Perks To Entice Shoppers To Stores. USA Today. September 11, 2017.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2970_1_20').tooltip({ tip: '#footnote_plugin_tooltip_text_2970_1_20', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> To pamper shoppers, Nordstrom\u2019s new retail concept features nail beauty services, tailoring and style advice services, and a bar featuring alcoholic and non-alcoholic beverages.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_21');\" onkeypress=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_21');\" ><sup id=\"footnote_plugin_tooltip_2970_1_21\" class=\"footnote_plugin_tooltip_text\">21<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2970_1_21\" class=\"footnote_tooltip\">Howland, Daphne. Nordstrom opening merchandise-free concept. Retail Dive. September 11, 2017.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2970_1_21').tooltip({ tip: '#footnote_plugin_tooltip_text_2970_1_21', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/p>\n<div id=\"attachment_2975\" style=\"width: 910px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Retailtainment-Bauer-Hockey.png?auto=format%2Ccompress\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-2975\" src=\"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Retailtainment-Bauer-Hockey.png?auto=format%2Ccompress\" alt=\"\" width=\"900\" height=\"513\" class=\"size-full wp-image-2975\" srcset=\"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Retailtainment-Bauer-Hockey.png?w=900 900w, https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Retailtainment-Bauer-Hockey.png?w=300 300w, https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Retailtainment-Bauer-Hockey.png?w=600 600w\" sizes=\"auto, (max-width: 900px) 100vw, 900px\" \/><\/a><p id=\"caption-attachment-2975\" class=\"wp-caption-text\"><strong>Bold and beautiful retailtainment:<\/strong> Bauer Hockey\u2019s \u2018Own the Moment Hockey Experience\u2019 near Boston includes an in-store hockey rink.<\/p><\/div>\n<p>For unique experiences, Bass Pro Shops added a bowling alley within one store. Bauer Hockey added hockey rink in the middle of a store so shoppers can try on skates and hockey equipment before they buy. The retailer\u2019s Personal Fit Experts also customize shopper gear based on skill level and style of play, which has generated a 90-minute average dwell time for Bauer.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_22');\" onkeypress=\"footnote_moveToReference_2970_1('footnote_plugin_reference_2970_1_22');\" ><sup id=\"footnote_plugin_tooltip_2970_1_22\" class=\"footnote_plugin_tooltip_text\">22<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2970_1_22\" class=\"footnote_tooltip\">Taylor, Glenn. Context, Education And Entertainment Drive Experiential Retail Success. Retail Touchpoints. April 18, 2017.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2970_1_22').tooltip({ tip: '#footnote_plugin_tooltip_text_2970_1_22', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/p>\n<p>Retailtainment gives retailers an opportunity for strategic differentiation and word of mouth, which can boost brick and mortar traffic, sales and loyalty. Retailers and suppliers can dazzle and connect with shoppers by emphasizing how products fit into consumers\u2019 lifestyles, and delivering unmatched experiences that surprise and delight in-store guests.<\/p>\n<div class=\"speaker-mute footnotes_reference_container\"> <div class=\"footnote_container_prepare\"><p><span role=\"button\" tabindex=\"0\" class=\"footnote_reference_container_label pointer\" onclick=\"footnote_expand_collapse_reference_container_2970_1();\">&#x202F;<\/span><span role=\"button\" tabindex=\"0\" class=\"footnote_reference_container_collapse_button\" style=\"\" onclick=\"footnote_expand_collapse_reference_container_2970_1();\">[<a id=\"footnote_reference_container_collapse_button_2970_1\">+<\/a>]<\/span><\/p><\/div> <div id=\"footnote_references_container_2970_1\" style=\"display: none;\"><table class=\"footnotes_table footnote-reference-container\"><caption class=\"accessibility\">References<\/caption> <tbody> \r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi\" ><a id=\"footnote_plugin_reference_2970_1_1\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_2970_1('footnote_plugin_tooltip_2970_1_1');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>1,<\/a> <a id=\"footnote_plugin_reference_2970_1_2\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_2970_1('footnote_plugin_tooltip_2970_1_2');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>2,<\/a> <a id=\"footnote_plugin_reference_2970_1_12\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_2970_1('footnote_plugin_tooltip_2970_1_12');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>12<\/a><\/th> <td class=\"footnote_plugin_text\">Cheng, Andria. The Competitive Threat in Retail Isn&#8217;t Just Other Retailers. eMarketer. January 5, 2017.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_2970_1('footnote_plugin_tooltip_2970_1_3');\"><a id=\"footnote_plugin_reference_2970_1_3\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>3<\/a><\/th> <td class=\"footnote_plugin_text\">Peterson, Hayley. More than 6,300 stores are shutting down \u2014 here&#8217;s the full list. Business Insider. August 1, 2017.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi\" ><a id=\"footnote_plugin_reference_2970_1_4\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_2970_1('footnote_plugin_tooltip_2970_1_4');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>4,<\/a> <a id=\"footnote_plugin_reference_2970_1_14\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_2970_1('footnote_plugin_tooltip_2970_1_14');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>14,<\/a> <a id=\"footnote_plugin_reference_2970_1_20\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_2970_1('footnote_plugin_tooltip_2970_1_20');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>20<\/a><\/th> <td class=\"footnote_plugin_text\">Jones, Charisse. Retailers Adding Unusual Perks To Entice Shoppers To Stores. USA Today. September 11, 2017.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_2970_1('footnote_plugin_tooltip_2970_1_5');\"><a id=\"footnote_plugin_reference_2970_1_5\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>5<\/a><\/th> <td class=\"footnote_plugin_text\">Thau, Barbara. Anchors Away: Malls Get A New Lease On Life With Fresh Retail Blood, Karaoke. Forbes. March 28, 2017.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_2970_1('footnote_plugin_tooltip_2970_1_6');\"><a id=\"footnote_plugin_reference_2970_1_6\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>6<\/a><\/th> <td class=\"footnote_plugin_text\">Rosen, Kenneth A. and Eric F. Chavetz. Diversification key for mall developers as retail landscape evolves. Retail Dive. February 7, 2017.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_2970_1('footnote_plugin_tooltip_2970_1_7');\"><a id=\"footnote_plugin_reference_2970_1_7\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>7<\/a><\/th> <td class=\"footnote_plugin_text\">Pappas, Christopher. Experiential Retailing Is Transforming the Use of CRE. Commercial Property Executive. July 13, 2017.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi\" ><a id=\"footnote_plugin_reference_2970_1_8\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_2970_1('footnote_plugin_tooltip_2970_1_8');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>8,<\/a> <a id=\"footnote_plugin_reference_2970_1_9\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_2970_1('footnote_plugin_tooltip_2970_1_9');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>9<\/a><\/th> <td class=\"footnote_plugin_text\">Ewen, Lara. &#8216;Not dead, just changing&#8217;: What the future holds for the American mall. Retail Dive. May 3, 2017.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_2970_1('footnote_plugin_tooltip_2970_1_10');\"><a id=\"footnote_plugin_reference_2970_1_10\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>10<\/a><\/th> <td class=\"footnote_plugin_text\">Griffith, Erin. Selling Stuff Is No Longer the Point of Retail Stores. Fortune. June 8, 2017.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi\" ><a id=\"footnote_plugin_reference_2970_1_11\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_2970_1('footnote_plugin_tooltip_2970_1_11');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>11,<\/a> <a id=\"footnote_plugin_reference_2970_1_13\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_2970_1('footnote_plugin_tooltip_2970_1_13');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>13<\/a><\/th> <td class=\"footnote_plugin_text\">12 forecasts for the retail industry in 2017. Vend. December 2016.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_2970_1('footnote_plugin_tooltip_2970_1_15');\"><a id=\"footnote_plugin_reference_2970_1_15\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>15<\/a><\/th> <td class=\"footnote_plugin_text\">Ruff, Corinne. 4 takeaways from NRF&#8217;s Big Show 2017. Retail Dive. January 18, 2017.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi\" ><a id=\"footnote_plugin_reference_2970_1_16\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_2970_1('footnote_plugin_tooltip_2970_1_16');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>16,<\/a> <a id=\"footnote_plugin_reference_2970_1_17\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_2970_1('footnote_plugin_tooltip_2970_1_17');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>17<\/a><\/th> <td class=\"footnote_plugin_text\">Skrovan, Sandy. Food for thought: 7 trends set to define grocery retail in 2017. RetailDive. January 5, 2017.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_2970_1('footnote_plugin_tooltip_2970_1_18');\"><a id=\"footnote_plugin_reference_2970_1_18\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>18<\/a><\/th> <td class=\"footnote_plugin_text\">Skrovan, Sandy. Millennials spend more on groceries than older generations. Food Dive. July 24, 2017.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_2970_1('footnote_plugin_tooltip_2970_1_19');\"><a id=\"footnote_plugin_reference_2970_1_19\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>19<\/a><\/th> <td class=\"footnote_plugin_text\">Acton, Annabelle. The Future Of Grocery Shopping: What The Amazon And Whole Foods Merger Means For Supermarkets. Forbes. July 6, 2017.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_2970_1('footnote_plugin_tooltip_2970_1_21');\"><a id=\"footnote_plugin_reference_2970_1_21\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>21<\/a><\/th> <td class=\"footnote_plugin_text\">Howland, Daphne. Nordstrom opening merchandise-free concept. Retail Dive. September 11, 2017.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_2970_1('footnote_plugin_tooltip_2970_1_22');\"><a id=\"footnote_plugin_reference_2970_1_22\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>22<\/a><\/th> <td class=\"footnote_plugin_text\">Taylor, Glenn. Context, Education And Entertainment Drive Experiential Retail Success. Retail Touchpoints. April 18, 2017.<\/td><\/tr>\r\n\r\n <\/tbody> <\/table> <\/div><\/div><script type=\"text\/javascript\"> function footnote_expand_reference_container_2970_1() { jQuery('#footnote_references_container_2970_1').show(); jQuery('#footnote_reference_container_collapse_button_2970_1').text('\u2212'); } function footnote_collapse_reference_container_2970_1() { jQuery('#footnote_references_container_2970_1').hide(); jQuery('#footnote_reference_container_collapse_button_2970_1').text('+'); } function footnote_expand_collapse_reference_container_2970_1() { if (jQuery('#footnote_references_container_2970_1').is(':hidden')) { footnote_expand_reference_container_2970_1(); } else { footnote_collapse_reference_container_2970_1(); } } function footnote_moveToReference_2970_1(p_str_TargetID) { footnote_expand_reference_container_2970_1(); var l_obj_Target = jQuery('#' + p_str_TargetID); if (l_obj_Target.length) { jQuery( 'html, body' ).delay( 0 ); jQuery('html, body').animate({ scrollTop: l_obj_Target.offset().top - 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