Retailtainment

            One of the most successful pieces of retailtainment or interactive entertainment would be playing or previewing the video games at any electronic store. I can say first hand that I just purchased a game because of this. I had recently purchased an Xbox 360 and I was going over to electronics boutique to purchase Madden 06 which was one of my main reasons for buying the xbox 360. Anyway I walk into the store trying to find an employee in assisting me to receive a copy of the game. He was busy yet to my left was a console xbox 360 with a sample game of Fight Nights 2006. I started to play and couldn’t believe the graphics on the game. I played for a couple of minutes and finally the guy came over talking to me about the game. I would have easily bought the game then and there but it wasn’t going to be released until few weeks. I have never had the urge to buy anything on the spot but that game.

            From personal experience I know that this modules with playable demos can sell games because the buyer can really get into a game while in the store. I know that not everyone playing the games is has the money to purchase but that’s the downfall you take in putting the system out there. There’s been places where I have seen broken controllers or jammed buttons because some punk kid likes to destroy something good. Overall the experience sells a lot of games and I can vouch for that.

            Another example of retailtainment would be Barnes and nobles. Creating an atmosphere quite like a living room with no TV were its just sofas and chairs. This apparently seemed to be pretty successful in getting the buyer to purchase books but me personally I never purchased a book because of it. Usually this setup has the opposite experience with me. I tend to read all I need to from a magazine or book and then there’s no need to buy it. I received all the value I need and just walk out of the book store empty handed. I think that’s a reason why a couple books a million went of business. If you give away the whole thing than buyers have no reason to buy.

            Another good example of retailtainment would be the cd store or FYE in the mall. There you can listen to almost any cd you want by simply scanning the barcode across a machine with headphones. When you do this a screen pops up with all the track listings and a 30 sec clip of each song on the album. Theirs also a switch to control the volume because the mall noise sometimes kills anything your trying to hear. Also sometimes a 30 sec clip doesn’t give you the full effect of the song. The song may get much better right after the clip ends. Also the up keep on the headphones is horrible. I don’t know how many times I have went in and the headphones are snapped in half or the greasy. Then the scanner malfunctions or doesn’t scan. The concept and idea are great but I defiantly see room for improvement.

            I think retailtainment can be much better than advertising. The infomercials are always good but the interactive part of products in stores can’t be beat. Their need improvements in some areas but the whole concept of things is headed in a good direction and soon you will see ever store consisting of different types of interactive entertainment.