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Pop-up retailing : managerial and strategic perspectives / Gary Warnaby, Charlotte Shi.

9783319713748 (electronic book)
3319713744 (electronic book)
9783319713731
3319713736

Cham, Switzerland : Springer, [2018]

English

1 online resource : color illustrations.

10.1007/978-3-319-71374-8 doi

HF5429

658.8/7

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.

Includes bibliographical references.

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SpringerBriefs in business.

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