Netflix is set to open an immersive retail experience called “Netflix at The Grove” at a shopping and entertainment complex. The store will feature products from Netflix’s original shows and offer experiential elements. Visitors can expect to find apparel, books, collectibles, and more related to popular programs like Squid Game, Stranger Things, Bridgerton, Cocomelon, and Ada Twist. The store will also have photo-ready vignettes with life-size versions of characters for social media sharing. This move by Netflix showcases its brand recognition and highlights its foray into physical retail and immersive experiences.
| Signal | Change | 10y horizon | Driving force |
|---|---|---|---|
| Netflix opening an “immersive retail experience” | Expansion of Netflix into physical retail | More physical retail experiences from streaming platforms | Brand recognition and fan engagement |
| Netflix-themed store in Los Angeles | Shift in focus for Netflix towards shopping and immersive experiences | More physical stores showcasing streaming platform brands | Brand recognition and increasing revenue streams |
| Pop-up shop featuring products from Netflix shows | Integration of merchandise with streaming content | Increased availability and variety of merchandise for streaming shows | Fan engagement and revenue generation |
| Immersive elements and photo-ready vignettes in the store | Integration of social media-friendly experiences | More interactive and shareable experiences in retail spaces | Social media engagement and brand promotion |
| Netflix exploring shopping and immersive experiences | Diversification of Netflix’s offerings | More innovative and interactive experiences from streaming platforms | Revenue generation and brand expansion |
| Physical Netflix store with brand recognition | Strengthening of Netflix’s brand equity | More physical retail spaces dedicated to streaming platforms | Brand recognition and revenue generation |
| Netflix using live experiences as a hedge from Hollywood | Adaptation to changing entertainment landscape | More streaming platforms investing in live experiences | Diversification of revenue streams and fan engagement |
| Netflix launching online retail shop last summer | Expansion into e-commerce | More streaming platforms offering merchandise through online shops | Revenue generation and increased fan engagement |
| Netflix bringing shows together in a new way | Integration of multiple shows in a physical space | More immersive and interconnected experiences from streaming platforms | Fan engagement and brand promotion |