Funshopping
Fun shopping is recreational shopping. The customer is not so much about targeted shopping, but about the experience. Targeted purchases (also called 'run shopping') are increasingly done on the couch with the tablet on our lap. When we go into town to store, we want to be surprised and entertained.
There does not have to be a purchase goal, although it is quite possible to come home with bags full of new purchases. Precisely when people are having fun they tend to spend (more) money. Above all, however, they want to be entertained, with a mix of large stores with interesting offers, small stores with a surprising assortment and additional amenities such as restaurants.
Fun shopping has been seen as the traditional retail world's trump card in the face of competition from online shopping. Although sales of regular stores are under pressure partly due to the rise of e-commerce, fun shopping is one of the most popular leisure activities. The experience of a day out cannot match the Internet.