Did you know that 90 former Toys R Us big-box stores are now Urban Air Adventure Parks?

Here at Forrester, we’ve been anticipating that retail, entertainment, and hospitality would ultimately merge. We discussed the trend here and have more research in the pipeline for you.

Application development and delivery professionals must look sharp and emulate theme-park best practices. They need integrated hospitality, merchandise, and even appointment reservation or ticketing. They must converge point-of-sale, commerce, and order management systems to ensure that: 1) frictionless transactions never intrude on entertainment; 2) frictionless fulfillment can be instant or deferred; and 3) digital marketing and digital supply chains replace scale economy with customer lifetime value.