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Books > Business & Economics > Business & management > Business strategy
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Pop-up Retailing - Managerial and Strategic Perspectives (Paperback, 1st ed. 2018)
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Pop-up Retailing - Managerial and Strategic Perspectives (Paperback, 1st ed. 2018)
Series: SpringerBriefs in Business
Expected to ship within 10 - 15 working days
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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 key decision areas and activities incorporated in each of these
stages are also outlined.
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