Pop-up Retailing: Managerial And Strategic Perspectives (springerbriefs In Business)
by Gary Warnaby /
2017 / English / PDF
4.1 MB Download
This SpringerBrief offers an academic perspective on the trend of
‘pop-up’ retailing. It analyzes this temporary retail-oriented
setting designed to foster a direct customer-brand interaction for
a limited period, often with an explicitly promotional or
communicative purpose. Adopting a managerial approach, it explores
the use of pop-up retailing as a means of facilitating strategic
growth by retail brands. In addition, it draws on theory from
retail store environments and atmospherics, customer experience
management and event management to provide an in-depth academic
analysis of the planning and implementation issues arising from the
inherent ephemerality of pop-up activities to achieve the strategic
objectives of retail brands.
This SpringerBrief offers an academic perspective on the trend of
‘pop-up’ retailing. It analyzes this temporary retail-oriented
setting designed to foster a direct customer-brand interaction for
a limited period, often with an explicitly promotional or
communicative purpose. Adopting a managerial approach, it explores
the use of pop-up retailing as a means of facilitating strategic
growth by retail brands. In addition, it draws on theory from
retail store environments and atmospherics, customer experience
management and event management to provide an in-depth academic
analysis of the planning and implementation issues arising from the
inherent ephemerality of pop-up activities to achieve the strategic
objectives of retail brands.
The authors provide an overview of the entire pop-up lifecycle
using an organizational schema that is split into four sequential
stages: strategic objectives, pre-pop-up, actual pop-up
experience, and the post pop-up stage. The key decision areas and
activities incorporated in each of these stages are also
outlined.
The authors provide an overview of the entire pop-up lifecycle
using an organizational schema that is split into four sequential
stages: strategic objectives, pre-pop-up, actual pop-up
experience, and the post pop-up stage. The key decision areas and
activities incorporated in each of these stages are also
outlined.
