“There is a move towards the concept of 'retailtainment.' This phenomenon, which brings together retailing, entertainment, music and leisure ... Retailers need to look further than the traditional retail store elements such as colour, lighting and visual merchandising to influence buying decisions. The specific atmosphere the retailer creates can, in some cases, be more influential in the decision-making process than the product itself. As goods and services become more of a commodity, it is what a shopper experiences and what atmosphere retailers create that really matters. Brand building is a combination of physical, functional, operational and psychological elements. Consumers will be willing to pay more for a brand if there is a perceived or actual added value from their experience of using the product or service.”〔(A touch of the theatre to add the ‘wow’ factor )〕