Harrods is to host an in-store promotion to find out how its customers’ shopping habits are influenced by merging shopping with theatre.

Beginning on September 8 and running until October 31, the That’s Entertainment promotion will highlight the extent to which retail and consumerism is integrating with theatrics to provide shoppers with a more exciting experience when they hit the high street.

Customers will be invited to take part in events such as West End theatre performances, photo shoots, celebrity appearances, comedy shows and a dog fashion show.

A Harrods spokesman said the promotion embraces owner Mohammed Fayed’s strategy “where entertaining his customers is a less commercially focused way of ensuring repeat visits and longer time spent in the store”.

Separately, Harrods could face strike action next month in a dispute over pay and holiday.

Union Unite is to ballot more than 250 non-shopfloor workers. The ballot closes on August 18. Harrods said it would not make an improved offer and any strike would not stop the store opening.