THE GEN Z RETAILTAINMENT EXPERIENCE: TRANSFORMING ENGAGEMENT IN TODAY’S RETAIL ENVIRONMENT
DOI:
https://doi.org/10.1234/aira.v2i2.62Keywords:
authenticity, gamification, Generation Z, immersive technology, retailtainmentAbstract
This systematic literature review examines how retailtainment—a strategic fusion of retail and entertainment—reshapes consumer engagement among Generation Z (Gen Z), a cohort characterized by digital fluency and a strong preference for immersive and value-driven experiences. Despite growing interest in retailtainment, the academic literature lacks consensus on its definition, measurement, and long-term impacts. This study aims to synthesize current empirical and conceptual insights, addressing how retailtainment is conceptualized, which strategies most effectively engage Gen Z, and what research gaps remain. A systematic review of 47 peer-reviewed studies published between 2020 and 2025 was conducted using the Scopus database, guided by PRISMA methodology. Thematic synthesis using NVivo software revealed four dominant experiential strategies: immersive technologies (AR/VR), gamification, emotional engagement, and social media integration. Bibliometric analysis with VOSviewer further identified value creation, innovation, and technological integration as central research themes. Results underscore the importance of aligning retailtainment with Gen Z’s values of authenticity, sustainability, and seamless phygital experiences. However, gaps persist regarding cross-cultural insights, SME adoption strategies, and longitudinal impacts on loyalty. The findings offer valuable implications for both academic inquiry and retail practice, positioning retailtainment as a core component of future consumer engagement strategies.
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