Pop-up Retailing

Managerial and Strategic Perspectives

Business & Finance, Marketing & Sales, Customer Service, Sales & Selling
Cover of the book Pop-up Retailing by Gary Warnaby, Charlotte Shi, Springer International Publishing
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Author: Gary Warnaby, Charlotte Shi ISBN: 9783319713748
Publisher: Springer International Publishing Publication: December 28, 2017
Imprint: Springer Language: English
Author: Gary Warnaby, Charlotte Shi
ISBN: 9783319713748
Publisher: Springer International Publishing
Publication: December 28, 2017
Imprint: Springer
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

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