InfoComm 2019: Retailtainment is the New Reality for Malls. What Does This Mean for AV?


Like many industries, retail is facing the full effect of the experience economy. Couple this with the standardized convenience of e-commerce, and it becomes clear the future of brick and mortar stores is at a critical point. Nowhere is this need for an experience beyond the product in retail more evident than at our malls.

In this InfoComm 2019 episode of the Pro AV Podcast, host Daniel Litwin discussed this new blend of retail and entertainment and how it’s affecting the Pro AV industry with Jackie Wolford, director of Design Studio for AOA and Louis Alfieri, principal and chief creative officer for Raven Sun Creative.

Litwin met up with Wolford and Alfieri after their seminar at InfoComm: “Retailtainment: Attractions are Bringing Customers to the Mall.” The two thought leaders discussed how interactivity, personalization, and entertainment are key trends in retail, and all are being facilitated by the latest Pro AV technologies.

These sophisticated new experiences are creating a new kind of mall as the lines between retail and entertainment blur to create the unique out-of-home experience that is retailtainment. For example, content creators like Wolford are layering projection mapping with live entertainment.

“You can take the story and create moments that the guest can connect to,” said Wolford, who has created experiences with well-known brands such as Disney, Universal, Caribbean Cruise Lines, SeaWorld, Sands, and Virgin. “Tech is a great tool for doing that and creating that connection with your guests.”

Alfieri is seeing the manifestation of retail stores, such as Nike, use content and storytelling to create truly unique experiences that make customers feel part of an experience.

“Retailers are creating a neighborhood feel for consumers,” he said.

Listen to Wolford and Alfieri recap their educational session at InfoComm, why storytelling is driving the best retail content, how retailtainment is putting more of a creative emphasis on AV professionals.

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