Retailtainment – the convergence of retail, leisure and entertainment – has entered mainstream lexicon in recent years as retail landlords and tenants realise that surviving ecommerce disruption requires a far more extensive offering than mere products.

More landlords are transforming their malls into retail destinations to create more engaging consumer experiences and build retention, while an increasing number of retailers are devoting more space and even entire stores to providing more personalised experiences to market their newest and most innovative goods and services.

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