Pop-up Retailing : Managerial and Strategic Perspectives (Springerbriefs in Business)

Warnaby, Gary/ Shi, Charlotte

Springer International Publishing AG（2018/01発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 97 p.
• 言語 ENG
• 商品コード 9783319713731
• DDC分類 381

Full Description

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.