Trends in Experiencing Entertainment

How trends in experiential retailing are redefining the entertainment industry.

With the abundance of technology and virtual experiences available to consumers, yet people still seek a way to interact with the physical world. In response to this new market need, experiential retailing is on the rise. Experiential retailing is more than selling just a product or service, but creating a positive memorable impact on the customers buying experience. The solutions for this new market desire vary from stores including in-house cafes, as in the Times Square American Eagle which offers consumers the add benefit of a smoothie and coffee bar in the store, to the creation of in-store apps, similar to augmented reality app in use at American Apparel stores. This kind of retailing helps companies differentiate from competitors in an entirely new way beyond the products sold, and is extending beyond even traditional retailing into the entertainment industry.

The entertainment field as had to adapt to numerous technological changes in the last few years, finding a way to appeal to consumers to encourage album and ticket sales. This industry has utilized experiential retailing in an effort to add another element to a traditionally experience based service. Concerts and music are already memorable by themselves so why the need to add experiential retailing practices? The answer is technology. With the more recent development of virtual reality goggles and live streaming, fans can avoid spending hundreds of dollars on tickets for a few hours of music and enjoy the entire show in the comfort of their house. Entertainment groups have opted to solve this problem in various ways, some chose to fight fire with fire and enhance the service of their client through developing apps, while others chose to reward those who come to shows with surprise meet and greet opportunities and more immersive concert settings.

Using technology to advance the entertainment experience has become increasingly popular for musicians. This merger of technology and music offers users insight to the artist they like. Offering insight to the true nature of the musician and offers transparency, which has become increasing popular across retail. Incorporating these two trends together allows a new innovative way to increase the creditability of an artist and through so encourage fan loyalty. Pop star Taylor Swift released her own app this past week, allowing her take provide fans with exclusive material from her album and personal life. These services act as lines of communication from the artist directly, rather than allowing tabloids to deliver news on the celebrity.

The entertainment industry is also bringing experiential retailing to an audience by incentivizing the performances with more immersive opportunities. While it sounds a bit out there, it’s become increasing popular for Broadway shows and concert designers to build stages that put the audience in the center of the action. This also allows for groups to differentiate their performances based on the style the content is being performed, as no two shows can be alike. A recent success, “Natasha, Pierre, and the Great Comet of 1812” was renounced for the unique audience setting opportunity the show presented. The theater was redesigned in order for the stage to be based around the audience, who would be fully immersed in the musical around them. The show even went so far as to offer Russian pirogues to the audience in order to transport them to the plays setting, certainly not an experience one can have on their couch.

Bottom Line:

With the innovations in technology, the entertainment industry has had to adapt in order to engage with a new generation. There are two primary approaches, creating a platform through technology or creating innovative new performance strategies to provide audiences with unique experiences. This experiential retailing is important for the continued success of the entertainment industry has more fans resort to online methods to view artists and shows. Overall this provides an exciting new opportunity for fans, which personalizes each audience member’s experience.

Photos (In appearing order): Pulp Lab, 2016; Chicago Tribune, 2017; Aviewfrommyseat Blog, 2016