As e-commerce becomes increasingly dominant, we see an increased number of brands trying to build synergistic strategies between online and offline selling channels to provide consumers with a richer, all-round shopping experience. The curation of these experience-driven shopping journeys, combining both retail and entertainment is also known as retailtainment.
When it comes to retailtainment, e-commerce has a significant advantage over in-store retail as brands are able to reach their target groups right where they are already spending more time and the array of options available, such as gaming, livestreaming and quizzes. However, for retailtainment to work, a good strategy is still needed. How do brands then find the balance between selling and entertainment when it comes to advertising?
Don’t Just Inform, Remember to Entertain!
For both e-commerce and traditional commerce, social media possess enormous potential for brands to promote retailtainment. In doing so, brands have to be aware of how to create entertainment content that is best suited for each platform, which can potentially be achieved via collaboration with influencers and content creators to influence through entertainment in a platform-authentic way.
Every piece of branded content needs to work with the platform specifically and the content has to serve a purpose for the brand. As nowadays most people finalise their purchase outside of social platforms where they are exposed to the brand’s ads, it is of utmost importance for people to identify the brand in their feed and being able to connect with the brand.
Studies have shown that today’s consumers prefer to spend their money on experiences more than physical belongings. For example, TikTok has become the destination both to be entertained and to learn in 2022 and is uniquely genuine to
create an exceptional experience. TikTok has proven that even in most entertainment-heavy social ecosystems, brands can garner awareness and sales. From authentic content to livestreaming, brands can entertain and encourage direct commerce on this platform.
Retailtainment in O2O
Retailtainment can be introduced to both in-store or e-commerce channels to create synergy and a more unified brand experience for consumers. An example of a brand who had done so is POKKA, for their new Houjicha launch campaign. The campaign consists of a microsite and game that educates users on the product knowledge of Houjicha. This was also brought into supermarkets where users were able to engage in gameplay and learn about the products at their point of purchase. Be it digital or physical, retailtainment has to combine the elements of personalisation and content-based experiences to create both entertainment and the prompt to purchase.
For brands to remain viable, it is essential to be able to deliver what consumers crave with more engaging and interactive experiences that merge digital and physical journeys. Looking to use social media to apply experiential marketing to your retail strategy? Contact Mashwire for a chat today!
