When I started working in this sector, marketing was very different. Displaying products at the point of sale was enough. However, today brands seek something more: an emotional connection with the consumer.
This shift places customer experience as one of the pillars of any marketing strategy. In this context, trade marketing becomes a key player.
From Display to Creating Experiences
Traditionally, point-of-sale activations focused on visibility and brand awareness (the level of recognition of a brand). Launches, promotions, and support with demonstrators were prioritized.
However, today’s consumers are looking for something different. They want moments, experiences, and interactions that reflect the brand’s values. Therefore, trade marketing is no longer limited to temporary displays. Today, we are experiencing a revolution toward actions that integrate the customer into the brand’s world.
The Concept of Retailtainment
In this scenario, a new word emerges: Retailtainment. It’s called “entertainment in retail design,” and it has become the bridge between brand and consumer.
Every interaction is relevant and has a clear objective: customer loyalty. Furthermore, well-executed retailtainment not only drives sales. It also builds trust, conveys brand value, and delivers a coherent narrative.
Practical example: the HUGO “SUPERMAN” campaign
An example of retailtainment was seen in the HUGO “SUPERMAN” campaign. Following regional guidelines, we incorporated a space where consumers could put on a cape and take a photo as the character.
In this case, the product ceased to be the protagonist. The experience became the center of the action, generating connection, positive memories, and closeness with the brand.
Beyond volume: how to measure success
Measuring the success of trade marketing is no longer limited to increased sales or market share. Now, qualitative indicators such as:
- Satisfaction and engagement: Did the customer feel cared for and valued?
- Brand recall: Will they remember the experience in their next purchase decision?
- Recommendation and loyalty: Will they speak highly of the brand and choose it again?
In this way, customer experience becomes an indicator as important as volume numbers.
Modern trade marketing is much more than promotions and displays. Today, it represents an opportunity to transform the point of sale into a space for memorable experiences.
Finally, when customer experience becomes a cross-cutting theme, brands don’t just sell products. They also generate memories, build trust, and strengthen lasting relationships.
