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In the World of Retailtainment

While the concept of retailtainment is not new, nowadays, it is an increasingly important strategy for business growth and development, which puts the customer experience at the center. George Ritzer, the author of Enchanting a Disenchanted World: Revolutionizing the Means of Consumption, referred to retailtainment, or entertaining retail, as the use of ambiance, emotion, sound and activity to get customers interested in merchandise and in a mood to buy.

Those parts of the shopping experience, however, have long b ...

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