Create an in-store experience with retailtainment

Retailtainment, experimental marketing, in-store experience - call it what you will. The output is the same - a shopping experience beyond the ordinary.

We're talking lights, scents, colors, sounds and generally elements that stimulate the senses of consumers and bring your product to life! Retailtainment creates a unique in-store experience between your brand and consumers and has long been predicted as the raison d'être of physical retailers in an otherwise digital future.

Digital marketing vs. physical marketing

We're in a time where digital marketing is gaining more and more attention. And for good reason - never before has it been so cost-effective to target marketing. But that doesn't mean that physical marketing should be downgraded - on the contrary. Because the digital space is big, but it's also crowded, so it takes more and more to cut through the noise.

Physical space, on the other hand, is naturally limited - which is why it can be easier to capture the consumer's attention here. But of course, it's not enough to capture it - it also needs to be retained. And this is where retail comes in. Because retailtainment brings in-store marketing to life.

But why is retailtainment important to you? Well, here's the thing. Experimental marketing can be far more effective than your regular Google Ads campaigns. That's because it leaves a lasting impression in customers' subconscious, generating both word of mouth and direct sales.

Retailtainment creates a memorable experience for new and existing customers, which is why it's great for boosting both 'recruitment' and brand loyalty.

That's how effective it is...

According to a study by the International Journal of Supply Chain Management, 100% of respondents said that retailtainment, experimental POS marketing or an intimate brand experience made them curious about the product or service being promoted.

According to Blake Morgan's bestselling book, "The Customer of the Future", 72% of companies surveyed say optimized and unique in-store experiences are a top priority.

At the same time, studies show that brands with innovative customer experiences generate more revenue compared to their competitors - and not just a little, but actually 5.7 times more. This is due to the recruitment of new customers and the increased brand loyalty of existing customers.

3 types of retailtainment you should try

1) Oldie but goldie
Good old samples and free products still work. In-store sampling is a traditional form of experimental marketing where you actively involve consumers in your product and brand. Although far from innovative, this is a sure winner if you have a new and untested product.

2) Retail technology
Customization is one of the keys to success in experiential marketing. If your event is unattended, you can use digital tools to help identify and interact with customers. This will help you develop personalized experiences for them.

3) Bring the display to life
Enrich traditional materials by incorporating elements that engage the consumer's senses. These sensory experiences make the customer more likely to remember both the product and the brand. So create a universe around your product and give consumers a wave of emotion. This approach was the focal point of Tutti Frutti's latest campaign.

Welcome to the Tutti Frutti garden

Tutti Frutti is a range of delicious and fun fruit gummies. With the natural flavors of raspberry, pear and lemon, they are a breath of fresh air for the candy bowl.

But it's not just the candy bowl that Tutti Frutti refreshes - during the winter holidays, Tutti Frutti made sure that the shopping trip was a little more fun than usual.

With the concept - welcome to the Tutti Frutti garden - visitors were welcomed into an orchard complete with grass, white picket fence and birdsong. Nature was invited in, and the vibrant colors and the iconic summer sound of birds caught the attention of passing families and aroused curiosity about the delicious Tutti Frutti blends.

Audio in particular is a unique element of this campaign. Visuals have long been the focus, perhaps because audio experience technology has been relatively expensive to implement in instore contexts. Today, there are low-tech solutions that provide ample opportunity to integrate audio into your campaign and give it an extra layer.

By incorporating sound, Tutti Frutti succeeded in creating the feeling of sun and summer - even if it was in the middle of a cold February.