To improve the shopping experience for visitors, facilitate access to leisure activities and reinvent and reinvigorate our shops in ways that are accessible, innovative and entertaining.
Today’s retailers are trying to reinvent themselves and reinvigorate their spaces to improve the shopping experience for visitors: Retailtainement is a trendy phenomenon that bears witness to this!
Neo-One interactive and immersive play area – Place d’Arc shopping centre, Orléans
What is Retailtainment?
Ce mot-valise de langue anglaise combine les termes « retail » et « entertainment ».
Ce concept marketing consiste à transformer un centre commercial ou point de vente en lieu de divertissement ou de loisirs.
En mettant en place une stratégie de gamification, écrans digitaux, marketing sensoriel, les établissements commerciaux peuvent ainsi augmenter l’attractivité de leurs espaces.
A way to build visitor loyalty
The aim of this trend is to increase consumer interest in a retail outlet.
Retailtainment will not only fuel their desire to buy, but also to enjoy a unique and entertaining experience. And most often, these experiences are playful and based on immersion.
This means that visitors are no longer simply customers, but participants in the retail experience.
It’s also a way of making shopping more enjoyable for families. More and more retailers are offering entertainment in their galleries to keep children occupied while their parents shop.
For example, the Dubai Mall, the largest shopping centre in the United Arab Emirates, is home to an aquarium, an Olympic ice rink, waterfalls and an incredible view of the world’s tallest tower, the Burj Khalifa.
A perfect example of a business that combines business with pleasure!
It’s also a solution for revitalising vacant spaces and those that are no longer frequented.
Neo-One interactive and immersive play area – Marina Shopping Centre Casablanca (Morocco)
Making leisure more accessible
Retailtainment is also a way of facilitating access to leisure activities. It’s no longer a question of travelling miles to have fun with family and friends. Major retailers are giving more and more space to entertainment in their stores.
Various fun and immersive leisure activities can be offered to give visitors new experiences that are ever more entertaining and innovative.
This means that shopping centre visitors can experience a new leisure activity with every visit.
Neo-one entertainment – Grand Quartier shopping centre, Rennes
NeoXperiences offers a range of configurations with a palette of attractive, fun and sporting activities for all ages:
Neo-One Arena: an immersive, fully-equipped, turnkey gaming arena.
Neo-One Open Arena: an open arena that adapts to different configurations
Neo-One Solution: to fit out and liven up empty shopping centre cells
Neo-One solutions can boost footfall in your shopping centre and offer entertainment to share with family and friends.
To find out more, please contact us here
From 24 to 26 September 2024, NeoXperiences had the great privilege of taking part in the IAAPA Expo Europe trade fair in Amsterdam, one of the biggest events in the leisure industry.
We had the immense privilege of taking part in the Paris 2024 Olympic Games by running several fan zones!
Zoom in on this new form of entertainment in the form of media, games, toys and experiments, designed to educate while having fun, and to change the way we learn in an innovative way!