Pop-up Retailing : Managerial and Strategic Perspectives, Paperback / softback Book

Pop-up Retailing : Managerial and Strategic Perspectives Paperback / softback

Part of the SpringerBriefs in Business series

Description

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.

Information

  • Format: Paperback / softback
  • Pages: 97 pages, 13 Tables, color; 13 Illustrations, color; 3 Illustrations, black and white; VII, 97 p. 16
  • Publisher: Springer International Publishing AG
  • Publication Date:
  • Category: Business strategy
  • ISBN: 9783319713731

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