Going Beyond Omnichannel in the “Shoppertainment” Era

Omnichannel has become more than just a buzzword—it’s a reality for aggressive retailers interested in creating brand differentiation through a seamless shopping experience across all channels and touchpoints. As retailers all over the world sort through the organizational, operational, and technological challenges associated with the omnichannel experience, consumers add their own layer of complexity to the mix à la brand engagement and loyalty.

Today’s shopper wants the full “shoppertainment” experience: an in-store experience that provides them not only with the products they are searching for, but also an environment that is visually stimulating with a first-class customer service experience. Here are four ways retailers are creating the exciting and engaging in-store experience consumers are looking for:

1. Creating an Entertainment Destination

Retailers are starting to make space in their stores for new experiences that entertain and draw customers in. Many are creating relevant digital content that drives sales, presenting it on large screens and interactive in-store displays. A good example of this is Burberry’s London store, which transforms into an entertainment destination every season, presenting their latest collection through catwalks showcased on big screens and enabling customers to order products using an iPad.

2. Learning & Community Events

Increasingly, retailers are leveraging their stores to conduct educational and community-style events that allow customers to engage with the brand as well as other customers. A good example of this is Home Depot, which holds in-store workshops that teach weekend do-it-yourselfers how to complete home renovation projects on their own.

3. Offering New Services

Lifestyle cafes, spas, and salons are just some of the in-store services now used by retailers to drive increased foot traffic and keep customers in their stores longer. Leading grocery retailer, Tesco, has become the number one grocery brand in Korea by offering a virtual store in the subway system that allows commuters to order their groceries from a wall while waiting for their train.

4. Creating a Personalized Experience

Fashion retailers have a great opportunity to elevate the in-store shopping experience by implementing kiosks that allow customers to get recommendations on clothing suitable to their particular figure, and magic mirrors that allow shoppers to try on one garment and see how it would look on them in other styles and colors. In some cases, retailers are enabling customers to share the outfits they’re trying on via their social networks for instant feedback from friends and family. General Pants Co. in Australia introduced this late last fall in their stores, along with a program that allows customers to select the music they hear during their shopping experience and the ability to see trends featuring the brand’s latest clothing and accessories.

Through imaginative uses of current technology, there are endless ways you can create unique in-store customer experiences that engage and entertain. What is your retail brand doing to go beyond the omnichannel experience?