Pop-up Retailing: Managerial and Strategic Perspectives

di Gary Warnaby (Autore)

Charlotte Shi (Autore)

Springer International Publishing AG, 2018

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 keydecision areas and activities incorporated in each of these stages are also outlined.

• Autore: Gary Warnaby, Charlotte Shi
• Editore: Springer International Publishing AG
• Collana: SpringerBriefs in Business
• Anno: 2018
• Rilegatura: Paperback / softback
• Pagine: 97 p.
• Dimensioni: 235 x 155 mm
• EAN: 9783319713731

Testo in English