Pop-up Retailing : Managerial and Strategic Perspectives Paperback / softback
Part of the SpringerBriefs in Business series
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.
- 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: 05/01/2018
- Category: Business strategy
- ISBN: 9783319713731
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