In a bid to attract shoppers to their stores, retailers found resuming the notion of "customer service" went a long way. Retailers during the 1990s saw that customers were overwhelmed by the "sameness" in much of the merchandise as well as intimidated by the high-pressure sales environment. Using an idea some called "retailtainment," stores such as the cosmetics chain, Sephora and the famed department store Bloomingdale's switched to more customer-friendly and low-key atmosphere for shoppers. The goal was to make shopping more theatrical and fun. This attitude was reflected in everything from overall store design, installing coffee bars such as those found at the bookstore chains Barnes & Noble and Borders, to having executives, such as the ones at Bloomingdale's, greet customers as. they entered the store. Among other innovations being tried: small exhibits; visitor's centers, complete with a concierge; and "business...