EUROPEAN TRADE – WHERE IS GOING? RETAIL ENTERTAINMENT

Viorica Jelev
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Viorica Jelev: University Spiru Haret, Economical Science Faculty

Journal of Economic Development, Environment and People, 2017, vol. 6, issue 4, 51-63

Abstract: As competition grows, brand manager imagination needs to work, and sales growth solutions need to focus on customer focus attention. It is a difficult task if all brands offer discounts in the malls they are in, and the announcement of differentiation is put to the attention of specialists who offer solutions for fun of any kind for the clients. The article aims to present the evolution of world trade in recent years and the various ways of diversion invented by retailers to keep customers in store chains longer for them to buy more. I will also present the off-line consumer profile, as found in the specialty studies and the adaptation of the entertainment methods according to these shoper typologies. The aricolul presents an example of entertainment in a mall in Bucharest, meant to boost shopping during the winter holidays. In the example presented in the article, the events scheduled at the mall during the winter holidays bring sales increases and 80% over the previous month. Concerts, doll or clown shows, fashion parades, raffles, or even automotive contests all turn commercial centers into real-life halls. The conclusion of this article will focus on what the link between entertaiment and retail is, the new concept of RETAILTAIMENT that leads to increased sales and profits of economic agents. Running by clients has made more and more mall managers manage to adopt marketing strategies that soon turned shopping centers into real halls that lead to spectacular sales growth, especially during holidays.

Keywords: commerce; omnishopperi; entertainment; sales; omnichannel; retailtainment (search for similar items in EconPapers)
JEL-codes: F10 M30 (search for similar items in EconPapers)
Date: 2017
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