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Key Takeaways Retail success now depends on experiences that turn passive buyers into active participants.
Gamification, social shopping and education drive engagement where traditional ecommerce falls short.
The retail sector has hit a significant turning point, where customers keep buying online, but now with an additional feel of digital fatigue. People get tired of the endless scroll through product pages and sterile platforms.
Recent research from AIScreen suggests that ‘retailtainment’ — the strategic merging of retail and entertainment — can increase store visits and sales by 30%. With the experiential retail market projected to reach $543 billion by 2035, we are witnessing a transition in consumer behaviour. People are no longer looking to buy; they’re more interested in special moments and experiences.
For entrepreneurs, the question is how to use retailtainment to re-energise the customer base and grow in profits.
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1. Gamified loyalty
Traditional loyalty programmes often feel like a chore as most of the collected points sit unused in a digital wallet. To fix this, businesses should redesign these programmes as they have a high potential to engage and retain users.
Challenge-based rewards and tiered achievements create a sense of anticipation. Use progress bars and social leaderboards to tap into a customer’s natural desire for progress. The goal is to make the customer feel as if they are in a game they want to win.
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