# Shoppertainment Engaging customers through an exciting and entertaining retail experience. By [Katherinev123](https://www.trendhunter.com/katherine), Contributing Editor | Published Jul 30, 2012 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/shoppertainment ## Key Figures - Trend score: 4.2/10 - Evidence articles: 7 ## What is the Shoppertainment trend? **Shoppertainment:** To grab the attention of today's shoppers, retailers are looking for more innovative ways to create an exciting in-store shopping experience. Thus, the era of "shoppertainment" is born, in which stores are readily adding interactive and exciting elements such as theaters, musical displays, digital showrooms and more. IKEA, for example, even hosts slumber parties at its Essex store, giving customers a night of movies, food, manicures and more. Amidst heated competition and tightening wallets, it's no surprise that retailers are pulling all the stops to when it comes to giving customers an experience to remember. ## At a Glance - Evidence: 7 featured examples - Articles from: Dec 6, 2011 to Jul 24, 2012 - Published: Jul 30, 2012 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Multisensation](https://www.trendhunter.com/megatrend/multisensation), [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Experience](https://www.trendhunter.com/megatrend/experience) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Shoppertainment trend ### Shoppertainment Retailers are incorporating more interactive and exciting in-store shopping experiences. ### Interactive Digital Showrooms Auto industry showrooms are revolutionized through immersive digital technology. ### Linguistic Retail Campaigns Campaigns that highlight the power of the written word in retail are being implemented. ## What the Shoppertainment trend means for industry ### For Retail Industry Opportunities to create more innovative and exciting in-store experiences for customers. ### For Auto Industry Opportunities to provide customers with immersive and experiential shopping experiences via interactive digital showrooms. ### For Fashion Industry Opportunities to merge entrepreneurship, fashion and virtual gaming by curating and selling real-life fashion products in online simulation games. ## Trend signals for Shoppertainment Trend score 4.2 out of 10, from popularity 66%, activity 51%, freshness 8%. - Popularity: 66% - Activity: 51% - Freshness: 8% ## Examples of the Shoppertainment trend 7 featured examples from Dec 6, 2011 to Jul 24, 2012. - [Pop-Up Shopping Pods](https://www.trendhunter.com/trends/nike-fuelstations): The Nike+ Fuelstations (Category: Marketing) Implication: Disruptive innovation opportunity: Transform traditional retail stores into interactive and futuristic spaces to attract customers and enhance their shopping journey. - [Interactive Digital Showrooms](https://www.trendhunter.com/trends/audi-city): Audi City Will Provide Customers With a New Buying Experience (Category: Autos) Implication: Audi City redefines the car-buying experience and presents opportunities for other automotive brands to create immersive digital showrooms. - [Linguistic Retail Campaigns](https://www.trendhunter.com/trends/selfridges-words-words-words): Selfridges 'Words Words Words' Celebrates Power of Written Word (Category: Art & Design) Implication: Opportunity for retailers to explore new and innovative ways to connect with customers. - [Cinematic Couture Shops](https://www.trendhunter.com/trends/louis-vuitton-roma-etoile): Louis Vuitton 'Roma Etoile' Boutique Will House a Small Theater (Category: Luxury) Implication: The luxury fashion industry can explore the opportunity of renovating historical buildings to create unique store concepts that provide customers with memorable shopping experienc… - [Boutique Simulation Games](https://www.trendhunter.com/trends/stylmee): Stylmee Lets Users Curate & Sell Fashion Products in a Virtual Store (Category: Tech) Implication: Stylmee disrupts the fashion retail industry by offering a virtual platform for curating and selling real-life fashion products, providing a unique shopping experience for players. - [Furniture Store Slumber Parties](https://www.trendhunter.com/trends/ikea-sleepover): IKEA Sleepover Offers Fans a Night of Fun & Pampering (Category: Marketing) Implication: Furniture stores can leverage the trend of sleepover events to attract customers, showcase their products, and build brand loyalty. - [Musical Retail Displays](https://www.trendhunter.com/trends/calvin-klein-sound-installation): Calvin Klein Sound Installation Offers Customers an Audio Experience (Category: Marketing) Implication: By incorporating music and interactive displays into retail environments, fashion brands like Calvin Klein have the opportunity to enhance the shopping experience for customers. ## Recent trend clusters - [Athletic Styling](https://www.trendhunter.com/protrends/athletic-styling) (Fashion) - [Adaptive Controls](https://www.trendhunter.com/protrends/adaptive-controls) (Tech) - [Connected Companions](https://www.trendhunter.com/protrends/connected-companions) (Lifestyle) - [Desk Systems](https://www.trendhunter.com/protrends/desk-systems) (Tech) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Marketing](https://www.trendhunter.com/marketing)