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That's Entertainment

As thrill-seeking shoppers demand more bang for their buck, entrepreneurs are selling sizzle--and steak--like never before.

This story appears in the December 1998 issue of Entrepreneur. Subscribe »

No longer charmed by enticements like extended hours, easy credit and no-questions-asked returns, shoppers are demanding more from their retailers these days. Conditioned to expect excitement by big-bang movies, computer games and music videos, consumers crave intense, interactive, exciting shopping experiences.

Retailers call this hot new trend "entertailing," blending entertainment with tried-and-true retail merchandising techniques.

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