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Pop-up Retailing : Managerial and Strategic Perspectives - Gary Warnaby

Pop-up Retailing

Managerial and Strategic Perspectives

By: Gary Warnaby, Charlotte Shi

eText | 28 December 2017

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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 keydecision areas and activities incorporated in each of these stages are also outlined.

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Non-FictionBusiness & ManagementSales & MarketingCustomer ServicesManagement & Management TechniquesManagement of Specific AreasDistribution & Warehousing ManagementIndustry & Industrial StudiesDistributive IndustriesRetail SectorArts & EntertainmentDesign, Industrial & Commercial Arts, Illustration
Illustration & Commercial Art

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