Shoppertainment: About the Shift from Goods to Experience

The experience of making a purchase goes more and more beyond the satisfaction of needs and is perceived by consumers as a leisuretime activity. ¿Shoppertainment¿ has transformed the retail arena and trained the consumer to expect to be entertained. This book aims to describe the development and growth of ¿shoppertainment¿ as well as chances on its expansion on the European and especially the Austrian market.