Retailtainment
Retailtainment is retail marketing as entertainment. In his book, Enchanting a Disenchanted World: Revolutionizing the Means of Consumption (1999), author George Ritzer describes "retailtainment" as the "use of ambience, emotion, sound and activity to get customers interested in the merchandise and in a mood to buy. "Sometimes called "inspirational retailing" or "entertailing," it has also been defined as "the modern trend of combining shopping and entertainment opportunities as an anchor for customers. "In 2001, Codeluppi described it as a way for marketers to "offer the consumer physical and emotional sensations during the shopping experience." And, in an article entitled "Using sonic branding in the retail environment" in the 2003 issue of the Journal of Consumer Behaviour, Fulberg described it as a way for retailers to entertain the consumer with a dramatization of their values."