Retailtainment

Anglo-Saxon term born from the contraction of "retail" (commerce) and "entertainment" (entertainment). It represents a distribution concept where an attempt is made to combine the two activities. This results in shopping centres that can be equipped with entertainment halls, children's playgrounds, bowling alleys, amusement parks and where entertainment is provided on a permanent basis, the dramatisation of the point of sale, etc.

Retailtainment can be implemented on the scale of a shopping centre with, in particular, a pooling of costs, but also within a point of sale of a specialist retail chain (concerts, DIY courses, creative leisure activities for a toy chain, etc.).

The stated aim is to generate traffic by encouraging customers to come for reasons other than simply doing their shopping.