Last updated : May 26, 2025 12:44 pm
Ankit Sharma, SVP-Leasing, Elan Group, writes in this column about how shoppertainment isn’t just a trend or a buzzword, but the future of retail, and brands that win will be the ones that move beyond transactions and tap into interaction.
Today, shopping is no longer just about purchasing things. Whether you're scrolling through your phone at home or strolling through a mall on a lazy Sunday, it’s no longer just about products, it’s about how brands capture your attention, spark your curiosity and make the experience unforgettable. That’s the essence of what we now call shoppertainment — the seamless blend of shopping and entertainment.
Consumers today aren’t satisfied with static product images. Brands are going live, posting unboxing videos, sharing tutorials and interacting with audiences in real time. Platforms like Instagram are turning into virtual storefronts where viewers engage with content where they can instantly purchase what they see. It’s fast, interactive and dynamic.
Beauty brands, for example, are leveraging influencers to demonstrate makeup, skincare, and haircare products live. It's like watching a trusted friend give you tips and suggestions — and by the end of it, you're likely to have added a few products to your cart. It’s this personal touch, the real-time interaction, that transforms casual browsing into committed buying.
Technology has turbocharged this trend. Augmented reality (AR) now lets consumers visualize how a chair looks in their living room or how a pair of sunglasses fits their face — all from a smartphone. Even checkout pages are gamified with spin-the-wheel discounts or interactive prompts. When the entire process feels like a game, customers stay longer, engage more — and often spend more.
Research supports this shift. Around 75% of retailers are now investing in in-store technology and immersive experiences. Stores offering such interactive features report up to 30% higher return visits. Clearly, entertainment is no longer just a value-add — it’s a driver of customer loyalty and sales.
What’s particularly interesting is how this trend is gaining momentum in Tier 2 and Tier 3 cities. One might assume shoppertainment is metro-centric, but the reality is different. Shoppers in smaller towns are actively following regional influencers, engaging with content in their local languages, and responding to storytelling that reflects their cultural context. Studies show that 70% of online shoppers in these regions discover products via social media, and over half say influencer videos shape their purchasing decisions. As a result, brands are increasingly collaborating not only with celebrities but also with hyperlocal voices that resonate deeply with their audiences.
Malls, too, are transforming. They are no longer just spaces with shops and food courts. Walk into one on a weekend and you might encounter a live concert, a dance performance or a themed pop-up event. The motivation to visit is no longer just to shop — it’s for the experience. And when people do visit, they often end up shopping anyway.
Festivals, too, have become key moments in retail storytelling. From Navratri-themed pop-ups to Pongal-inspired demos, celebrations have evolved into interactive experiences that offer emotional and cultural connections. For consumers, this personal engagement makes the brand more relatable. For businesses, success is now measured not only in sales, but also in views, shares, and repeat visits metrics that define long-term value in the digital age.
Ultimately, shoppertainment isn’t just a trend or a buzzword — it’s the future of retail. The brands that win will be the ones that move beyond transactions and tap into interaction. Those who entertain, engage, and connect meaningfully will be remembered — not for offering the lowest price, but for making the experience truly w0w!