Netflix is preparing to navigate uncharted waters in the retail world. With the recent discontinuation of the DVD rental service, the company intends to embark on a new journey into “physical” trade. This bold initiative reported by Bloomberg represents a significant evolution, demonstrating Netflix's ambition to further consolidate its presence in the daily lives of its users, going beyond mere digital streaming.
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What is Netflix's retail strategy
According to reports from Bloomberg, Netflix is planning the inauguration of new retail spaces, called “Netflix House”, scheduled for 2025. These places will not only be intended for the sale of products, but will also host restaurants ed thematic experiences, inspired by the most popular content on the platform at that moment.
Although specific details remain shrouded in mystery, such as the possible location of these facilities, it has been announced that the first openings are expected in the United States in 2025. This development marks Netflix's entry into a previously unexplored domain, merging the virtual and real worlds into a holistic experience.
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Why this move
Netflix has noticed how much fans love immersing themselves in the narrative worlds of its TV series and films. Josh Simon, Netflix's vice president of consumer products, shared with Bloomberg the company's intention to take this immersion to a new level. Currently, Netflix operates an online store that sells various merchandise, from Stranger Things T-shirts to themed sleeping bags.
In the past, it has already successfully experimented with pop-up shops and immersive experiences such as “Squid Game: The Trials” in Los Angeles and a Stranger Things prequel show in London. "Netflix House” will mark the first initiative of a permanent physical point of sale, integrating the sale of products with new thematic experiences.
What this means for users
Netflix's strategy to expand its presence in the physical world could represent a new era in fan engagement. Users will have the opportunity to experience their series in a more tangible way and favorite movies, connecting with other enthusiasts and potentially discovering new content to love. This move could also mark the start of a trend where streaming platforms explore new ways to interact with their audiences, enriching the user experience beyond the screen.
To be honest, the giant has already taken steps towards creating immersive retail experiences for its fans. An example is "Netflix at The Grove“, an event that invited fans to begin the holiday shopping season in an immersive retail experience that brings fans of all ages closer to the series and films they know and love. However, this appears to be an event rather than a dpermanent retail termination like the planned “Netflix House”.
It is worth mentioning that there are also other initiatives in the retail world they tried to create Immersive experiences based on popular film or TV series franchises. An example is "Avengers STATION“, an experiential store based on the global film franchise of Marvel's The Avengers, launched in New York in June 2014. This store offered fans the opportunity to immerse themselves in the world of the Avengers through a series of interactive experiences.
