retailtainment

Retailtainment is retail marketing as entertainment.

The company calls its strategy "retailtainment" - and it applies as much to its call center as it does to its branches in Chinatown or on Broadway.

Usmp now serves as The Marketing Arm's event unit, specializing in field sales, experiential, and "retailtainment," a promotional technique that combines retail and entertainment to create an entertaining shopping experience.

Shopper marketing expert Simon Temperley of Los Angeles agency The Marketing Arm Experiential (formerly USMP) describes "retailtainment" as a "live brand experience" that frequently includes the use of "brand ambassadors" who "converse with the consumer."

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."