Pop-up Retailing: Managerial and Strategic Perspectives

✍ Scribed by Gary Warnaby,Charlotte Shi (auth.)

• Publisher: Springer International Publishing
• Year: 2018
• Tongue: English
• Leaves: 99
• Series: SpringerBriefs in Business
• Edition: 1
• Category: Library

✦ Synopsis

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.

✦ Table of Contents

Front Matter ....Pages i-vii
Introducing the Pop-up Concept (Gary Warnaby, Charlotte Shi)....Pages 1-9
Characteristics of Pop-up (Gary Warnaby, Charlotte Shi)....Pages 11-23
Classifying Pop-up Activities (Gary Warnaby, Charlotte Shi)....Pages 25-32
Pop-up’s Academic Antecedents (Gary Warnaby, Charlotte Shi)....Pages 33-41
Introducing a Framework for Planning and Implementing Pop-up Activities (Gary Warnaby, Charlotte Shi)....Pages 43-48
Planning and Implementing Pop-up Activities: Strategic Objectives (Gary Warnaby, Charlotte Shi)....Pages 49-53
Planning and Implementing Pop-up Activities: Pre Pop-up Stage (Gary Warnaby, Charlotte Shi)....Pages 55-61
Planning and Implementing Pop-up Activities: The Pop-up Experience (Gary Warnaby, Charlotte Shi)....Pages 63-68
Planning and Implementing Pop-up Activities: Post Pop-up Stage (Gary Warnaby, Charlotte Shi)....Pages 69-72
A Comprehensive Framework for Planning and Implementing Pop-up Activities (Gary Warnaby, Charlotte Shi)....Pages 73-82
A Critical Perspective on the Pop-up Concept (Gary Warnaby, Charlotte Shi)....Pages 83-89
Back Matter ....Pages 91-97

✦ Subjects

Trade