It’s now day 5 and the last instalment of our favourite uses of Retailtainment by worldwide brands. We’ve been through toys, fashion and chocolate so far but it’s fair to say that we’ve saved the biggest and best until last - our passion for retailtainment is going stateside!
Ever the exhibitionists, it’s no surprise that the Americans have got this one down to a tee. From themed brand stores, stand alone wonder-stores and extravagant mall experiential stores, America has tried it all; with the Mall of America being a longstanding entertainment centre, it wasn’t going to be long before other malls, stores and brands picked up on the in-store entertainment experience!
The Californian store John’s Incredible Pizza holds 9 chains, both stand-alone and in malls throughout America. This mega store not only provides the family with an unlimited pizza, pasta and salad buffet it also provides a level of entertainment similar to that of a brilliant theme park! With over 100 games and rides, John’s Fun World lets kids enjoy glow in the dark golf, bowling, bumper cars, laser tag and much more. John’s even features a redemption shop where tickets won in the Fun World can be exchanged for prizes and gifts. Even the adults get some entertainment with an in-store bar and TV set so parents can enjoy the weekly Football event on a Monday night!
Super stores in America are providing a world of experiences for their customers to enjoy. Restaurants are no longer just a place to eat and cinemas are not longer just a place to watch a good movie – rather, welcome to the world of combo cinemas. iPic in Wisconsin hosts a restaurant and bowling alley alongside their theatre screening rooms whereas E-Town in North Carolina boasts a collection of cinema screenings, bowling, a bar and restaurants all packaged as a family entertainment centre. With so much on offer, disagreements on how to spend the evening should be a thing of the past!
Over recent years, themed brand stores have started cropping up in malls throughout the US. These stores are in place purely for experiential purposes - take American Girl Place, for instance. The brand store allows mothers and daughters to enjoy time with their ‘American Girl’ dolls, dine out, take them to hair salons, pose for a picture in the photo studio and course shop!
With so much to choose from, the American Girl Place is definitely every little girl’s dream. Even if consumers aren’t entering the store for purchasing, American Girl are providing a sensational experience for mothers and daughters alike. Given the strength that word of mouth has among consumers today, American Girl are sure to get maximum expose when each young girl tells friends and family about their exciting time in the store!
When a store offers big entertainment it makes you wander what could be left. The experience factor of course! American extreme sports store Adrenalina hosts a Flowrider Wave Machine to offer surfing experiences to their customers. Only $20 for 30 minutes, customers can get that real life surfing experience in the safety of their favourite store. With such fun and creative retailtainment, even if customers are only drawn in to catch a wave, Adrenalina are sure to get valuable word of mouth from the in-store surfers!
Now from big waves onto something a little calmer… California Pets based in Orange County has stepped into the world of retailtainment with their Party Shack. California Pets are hosting birthday parties and offering Party Shack packages in their spacious beach hut, known as the Party Shack. Children can learn all about pets and how to care for them from California Pet’s own expert educators. From being introduced to up to ten pets as well as pet games, party food and a take home craft, California Pets have covered it all. They even offer educational visits for schools to introduce students to the world of pet animals, either in school or as a day trip out. Now if that’s not a reason to get down to the pet store, what is!
From the exciting and crazy to the cool and glamorous, we’ve seen it all and are certainly on the lookout for what’s going to come next! Can a giant chocolate wall, pizza buffet complete with in-store theme park or swimwear clad sales force really be topped? We don’t know, but we’re excited to find out…
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Posted by: justin bieber supra | November 01, 2011 at 05:52 PM