RetailEXPO research highlights rise of retailtainment

73% of UK consumers would spend more time and money in stores that offered up experiences as well as just product, according to research carried out by RetailEXPO.

68% of the 2,000 people surveyed said they now wanted stores to offer experiences, services or leisure activities. Retailers succeeding in this area include Hobbycraft, which offers up crafting lessons in-store, Sweaty Betty, which runs free weekly fitness classes and JD Sports’ DJ sets.

66%, meanwhile, would visit a retailer for their cafés, bars and restaurants, while cookery tastings, wellness classes and music events would draw 37%, 15% and 14% into store respectively. However, Brits still have traditional views of where staff add the most value in their shopping encounters.

These are: store navigation – showing people where to find products (51%); friendliness – where staff were happy to engage in conversation as opposed to focusing on making the sale (45%); taking payments at the tills (37%); showing genuine passion for the products or services the retailer offers (35%); assisting with out of stocks and ordering them online for the customer (27%).

Matt Bradley, Event Director at RetailEXPO, comments: “Digital transformation, store restructuring and resizing, the move to service-led, experiential retailing, and the need to innovate and compete with not just other retailers – but other entertainment, leisure and hospitality providers – illustrates a complex path ahead for the industry.”

“In support of all this change and complexity, retailers must consider any number of new innovations, formats, partnerships, or alternative business processes. Joined-up thinking is required at every decision point in order to deliver the retail experiences required to realise the demands of new era retail.”