Dion Pouw, Founder & CEO of 3DWD, Creators of WoW and Pirakash Τ, Head of Revenue & Growth, at Figure 8, discuss with Laura Buckwell, Broadcast Journalist, the transition from traditional retail strategies to innovative, experience-driven approaches that prioritize consumer interaction and enjoyment.
The effectiveness of retailtainment hinges on the ability to present unique and authentic experiences that resonate with consumers on a personal level. The focus is on storytelling, where the integration of technology serves not as the centerpiece but as an enhancer to the overall narrative. Successful implementations demonstrate that simplicity and relatability in experiences can often surpass the allure of high-tech solutions. The goal is to foster environments where consumers feel a sense of connection and are inspired to engage, share, and return.
This approach requires a keen understanding of consumer desires and behaviors, suggesting a tailored application of experiences across different demographic groups, with a notable emphasis on younger audiences known for their rich content sharing. Moreover, the rise of social media as a central platform for engagement and visibility underscores the importance of creating ‘Instagrammable’ moments that encourage digital sharing and virality.
The regional landscape offers fertile ground for retailtainment, with a consumer base that is receptive and eager for innovative experiences. This enthusiasm presents both an opportunity and a challenge for brands and retailers to dare beyond conventional boundaries and experiment with novel concepts that align with cultural preferences and consumer expectations.
The future of retail is intrinsically linked to the ability to offer immersive, authentic experiences that captivate and delight consumers. This entails a strategic blend of creativity, technology, and storytelling, tailored to resonate with targeted demographics.
As retail continues to evolve, the adoption of retailtainment strategies will play a critical role in defining brand differentiation and consumer loyalty.
We believe in creating spaces where people can go and really enjoy themselves. I think the experience we have been able to deliver is very successful as we make people feel like kids again. 
Pirakash T
I think in the country there’s a craving for new types of experiences. You need to take the learnings from what has been successful elsewhere and tailor it to what fits here culturally. 
