Retailtainment – the convergence of retail, leisure and entertainment – has entered mainstream lexicon in recent years as retail landlords and tenants realise that surviving ecommerce disruption requires a far more extensive offering than mere products. Many landlords now making experiential retail a permanent feature of their malls to create more engaging consumer experiences and build retention.

This ViewPoint by CBRE Research explains the emergence of new experience and entertainment-related trades and provides real estate-related recommendations for landlords and retailers seeking to leverage this dynamic new trend into footfall, engagement and sales.