Retailtainment has been evolving, getting bigger, getting broader, and getting bolder. How else to explain malls anchoring themselves with ski-runs, trampoline parks, and even small-scale amusement parks? Coined in 1999 by US sociologist George Ritzer, the term retailtainment refers to “the use of sound, ambience, emotion and activity to get customers interested in the merchandise and in the mood to buy it.” Sounds simple enough, right?