@article{825412,
      recid = {825412},
      author = {Warnaby, Gary, and Shi, Charlotte,},
      title = {Pop-up retailing : managerial and strategic perspectives  /},
      pages = {1 online resource :},
      abstract = {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.},
      url = {http://library.usi.edu/record/825412},
      doi = {https://doi.org/10.1007/978-3-319-71374-8},
}