Shoppertainment: the phenomenon that’s unlocking trillion-dollar opportunities

According to recent research, shoppertainment is poised to assume a pivotal role in shaping the future landscape of consumers and commerce in 2024.  

This emerging trend provides brands with innovative avenues to engage consumers and establish a distinctive presence in a saturated market – ultimately resulting in heightened sales and strengthened brand loyalty.  

Vaibhav Dhabhade, CEO & Founder, Anchanto

Businesses can offer these immersive experiences through their online stores, marketplaces (if the platform supports this), social commerce and live streaming channels. These platforms should enable retailers, brands, and influencers to live stream product demonstrations, Q&As, and interactive sessions to promote products and encourage sales. But to effectively integrate shoppertainment into the shopping experience, businesses should:

  • Have a deep understanding of their target demographic and preferences. They should tailor shoppertainment experiences to resonate with customer interests and lifestyle.
  • Ensure that the entertainment elements complement their products or services being offered and enhance the overall retail presence.
  • Incorporate interactive elements that encourage active participation from customers. This could include virtual try-on experiences, interactive displays where customers can customize products, etc.
  • Encourage customers to capture and share their experiences online, extending the reach of a brand and fostering a sense of community.