Pop-Up Retailing
Format: Paperback
ISBN13: 9783319713731
Paperback|9783319713731
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Overview
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.
| ISBN-13 | 9783319713731 |
|---|---|
| ISBN-10 | 3319713736 |
| Weight | 0.50 Pounds |
| Dimensions | 6.10 x 0.26 x 9.25 In |
| List Price | $59.99 |
| Edition | 1st Edition |
| Format | Paperback |
|---|---|
| Language | English |
| Pages | vii, 97 pages |
| Publisher | Springer |
| Published On | 2018-01-05 |
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