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Pop-up Retailing

Managerial and Strategic Perspectives

  • Gary Warnaby
  • Charlotte Shi
Book

Part of the SpringerBriefs in Business book series (BRIEFSBUSINESS)

Table of contents

  1. Front Matter
    Pages i-vii
  2. Gary Warnaby, Charlotte Shi
    Pages 1-9
  3. Gary Warnaby, Charlotte Shi
    Pages 11-23
  4. Gary Warnaby, Charlotte Shi
    Pages 25-32
  5. Gary Warnaby, Charlotte Shi
    Pages 33-41
  6. Gary Warnaby, Charlotte Shi
    Pages 55-61
  7. Gary Warnaby, Charlotte Shi
    Pages 69-72
  8. Gary Warnaby, Charlotte Shi
    Pages 83-89
  9. Back Matter
    Pages 91-97

About this book

Introduction

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.

Keywords

Pop-up stores Direct customer-brand interaction Experiential in-store environment Retailing premises Retailing location Promotional campaigns Customer communication innovation Creating brand communities Customer experience management

Authors and affiliations

  • Gary Warnaby
    • 1
  • Charlotte Shi
    • 2
  1. 1.Institute of Place ManagementManchester Metropolitan UniversityManchesterUnited Kingdom
  2. 2.School of Art and DesignNottingham Trent UniversityNottinghamUnited Kingdom

Bibliographic information