Retailtainment: The Future of Online Shopping

Due to the restrictions imposed by the COVID-19 pandemic, a lot of holiday shopping shifted online.

A 2020 report from McKinsey & Company showed that 37% of respondents intended to spend more money online during the holidays compared to their spending last 2019. The report surveyed a whopping 3,500 shoppers from United States, United Kingdom, China, Germany, and France. Additionally, Chinese e-commerce giants JD.com and Alibaba set new records by racking up about US$115 billion in sales across their websites during the 2020 Singles Day event.

“2020 has been a year of accelerated (digitalization) and we believe that it is a shift to online lifestyles that is broad, deep, and irreversible.” – Terence Pang, COO of Shopee

As the online shopping scene continues to flourish, retailtainment has become a viable tool for sellers. As the name suggests, retailtainment is the fusion of “retail” and “entertainment”. It is all about enhancing the consumer’s experience by injecting enjoyable and amusing twists into the shopping experience. Sellers must focus on creating different experiences that induce an emotion.

MIXING LIVE STREAMING AND E-COMMERCE

Simply opening an online store or establishing a social media presence cannot cut it these days. You need to stand out from the rest by harnessing the latest technology and using other methods to improve the consumer’s shopping experience. This is where retailtainment and live streaming comes in.

Live streaming refers to broadcasting yourself in real-time. In Singapore, the live streaming e-commerce took off over the last couple of years due to the restrictions brought by the pandemic. Retailers could no longer rely on foot traffic alone!

In fact, media intelligence firm Meltwater reported that conversations around live streams and gamification of the online shopping experience in Singapore rose by 1890% on social media platforms and forums since March 2020.

Online marketplaces such as Lazada, Zalora, and Qoo19 used the power of live streams to increase their sales and digital traffic. Several brick-and-mortar retailers have used live streams for the same reasons too.

Image Credits: pixabay.com

When it comes to live streaming or live selling, creating and maintaining good relationships with the consumers is the key to success. It is all about building credibility through quality products and service. These factors will keep your consumers constantly engaged and eager to buy more products. Good relationships can help you turn ordinary online shoppers into loyal customers.

Sources: 1 & 2

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Create An Irresistible Window Display To Improve Your Sales In 5 Ways

When you walk pass a shop at Orchard Road, the window display is the first thing that leaves an impression on you and other potential customers.

Visual merchandising, that includes window dressing, is an important tool to engage the customers to go inside and to encourage them to purchase more. Thus, it optimizes the product presentations and the market sales. Aside from this, the significance of window dressing is more than improving sales – it is about building an image!

That said, here are 5 ways to create an eye-catching window display:

1. CHOOSE A THEME

As you are planning your window display, choose a unified theme or message you want to convey. For example, since 2016 is the Year of the Monkey, dress the mannequins with glittery or formal outfits perfect for the parties then fill the backdrop with banana trees and monkeys hanging around them.

Image Credits: displayhunter2.blogspot.com

Image Credits: displayhunter2.blogspot.com

This uniquely festive jungle theme surely caught some eyes!

2. SHOWCASE A VISIBLE SIGNAGE

An effective signage can bring customers that both walk and drive by. Get the attention of passing motorists and shoppers by making your display larger and by making the colors contrasting.

For example, it is advisable to use yellow background especially with black lettering to convey an informative message as it works best in visually crowded environments. It can also be used with contrasting colors of red and blue.

3. BE DIFFERENT

People love to snap and share aesthetically pleasing places and products on Instagram, Facebook, Twitter, and other social media platforms. Thus, to get noticed and to bring more people in the shop, dress your window in a non-traditional fashion. Put your mannequins upside down or have a music festival backdrop – your imagination is the limit!

Image Credits: pixabay.com (License: CC0 Public Domain)

Image Credits: pixabay.com (License: CC0 Public Domain)

As window displays change frequently, you must not be afraid to try new ideas and new themes.

4. MAKE A CLEAR FOCAL POINT

Remember those commercial advertisements that stick to people but they forget the product itself? Do not make the same mistake with your window display!

Highlight the products you want to introduce or to feature by strategically grouping products together. For example, if you are featuring a huge tote bag, group it together with smaller purses so it can stand out. When dressing your window, ask yourself where you want the shopper’s eyes to go first and what you want them to view next.

5. BE BOLD

Debbe Hamada, owner of Tilde shop, makes sure that her window display can be see from a distance even though she usually spends less than S$42 (US$30) on it. She uses bold colors and shapes to attract more people in. In fact, 2 out of 10 customers go inside simply because they have seen something colorful in their windows.

Image Credits: pixabay.com (License: CC0 Public Domain)

Image Credits: pixabay.com (License: CC0 Public Domain)

You do not need to be crafty to make a bold statement, simply put the most vibrant products together and create a structure with it such as a pyramid or a diamond.

Sources: 1, 2, 3, & 4

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