The term retailtainment is closely linked with the Retail Experience since it refers to all the fun activities that are carried out at the point of sale to attract the shopper…
In his book, A lovely disenchanted world: Revolutionizing the means of consumption, Retaitainment George Ritzer defines as the use of the environment, emotion, sound and activity for shoppers and potential customers interested in the goods.
This interest arises through a mood fostered by promoters operating in the point of sale.
Retailtainment strategies are useful for retailers looking out channel retail traditional as through elements such as color, lighting and visual merchandising is possible to influence the purchasing decisions of shoppers, even more than the product itself.
Some marketers of Australian Centre for Retail Studies, say the retailtainment is considered a modern trend that combines shopping and entertainment opportunities to connect effectively with people.
Examples of lighting and visual merchandising