Further Research - Implementing Retail Theatre

In further researching retail theatre, I came across the article ‘A new way to retail: Implementing playful interactive retail theatre to enhance brand engagement’. It is very relevant to what I am attempting to achieve in my proposal to Paddington. The article addresses the relevance of playful interactive retail theatre in improving not only brand engagement but also community growth. It raises many good points that retail can incorporate playfulness, interactivity and retail theatrical performances to enhance consumers mood, but also create a community of prosumers. Retail theatre can be a catalyst for interactivity of sharing ideas and their for create a growing community full of prosumers that benefit the growth of Paddington.

 

From this reading, I found three main core types of retail theatre that benefit that can be used to benefit Paddington as a community.

 Expression: where consumers form communities through the brand, contribute to product  develpment, attend social event, and in turn perceive the brand and community growth as a reflection of their personal values.  

Exploration: Consumers play to learn about products and find new useful information with support of the producer.

Discovery: Consumers learn about brands, build confidence and form relationships with the brand

The following link is to the reading: http://www.slideshare.net/LennieChang/a-new-way-to-retail-implementing-playful-interactive-retail-theatre