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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.
Produkteigenschaften
- Artikelnummer: 9783319713731
- Medium: Buch
- ISBN: 978-3-319-71373-1
- Verlag: Springer
- Erscheinungstermin: 05.01.2018
- Sprache(n): Englisch
- Auflage: 1. Auflage 2018
- Serie: SpringerBriefs in Business
- Produktform: Kartoniert
- Gewicht: 242 g
- Seiten: 97
- Format (B x H): 155 x 235 mm
- Ausgabetyp: Kein, Unbekannt