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.
"[1] Sometimes called "inspirational retailing" or "entertailing,"[2] it has also been defined as "the modern trend of combining shopping and entertainment opportunities as an anchor for customers.
"[3] In 2001, Codeluppi described it as a way for marketers to "offer the consumer physical and emotional sensations during the shopping experience."
The specific atmosphere the retailer creates can, in some cases, be more influential in the decision-making process than the product itself.
As goods and services become more of a commodity, it is what a shopper experiences and what atmosphere retailers create that really matters.