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Enhancing Gratification of Brick-and-Mortar Shops through “Retailtainment”


With the fast technological advancement around the globe, the way brands can optimize consumer experience is constantly evolving. Consumers nowadays expect more engaging experiences with brands, which drives physical retail locations to innovate their ways of developing consumer experience (SmarterCX, Nov 2019). An emerging retail model, known as retailtainment – a term used to describe experiential retail – the merging of entertainment and technology with traditional shopping – is indeed a ‘lucrative eCommerce strategy that offers consumers the kind of experience that consolidates online and offline shopping for immediate, and intense, gratification (SCMP, Mar 2019), and is a way in which retailers are working to keep consumers visiting their brick-and-mortar stores. In fact, despite the quick and unstoppable spread of online marketing, offline is still expected to be the preferred luxury sales channel in the near future (McKinsey, Apr 2019).


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