The leading specialized promotions company worldwide, Twin Towers Trading has made its name through live demonstrations of products at major retail venues. This strategy, referred to as “retailtainment,” has allowed Twin Towers Trading to expand into an international operation over the course of its 20 years of operation.
Retailtainment, sometimes called entertailing or inspirational retailing, focuses on making the marketing of products entertaining to customers. As opposed to a standard shopping experience, in which customers select the goods they know and want, retailtainment allows them to see products in action, thereby creating a desire to buy products of which spectating consumers were previously unaware. Retailtainment makes use of mood and activity to get customers in the frame of mind to buy products and allows customers to experience firsthand the benefits of purchasing particular goods or services. Firms that specialize in retailtainment see much higher sales than those that passively display goods to be either noticed or ignored. Some consultants cite as much as a 40 percent improvement in sales from well-conceived retailtainment initiatives.