Pop-up Retailing
Warnaby, Gary, Shi, Charlotte
Produktnummer:
18debac9905d0248798b53d73d2d8005a6
| Autor: | Shi, Charlotte Warnaby, Gary |
|---|---|
| Themengebiete: | Creating brand communities Customer communication innovation Customer experience management Direct customer-brand interaction Experiential in-store environment Pop-up stores Promotional campaigns Retailing location Retailing premises |
| Veröffentlichungsdatum: | 05.01.2018 |
| EAN: | 9783319713731 |
| Sprache: | Englisch |
| Seitenzahl: | 97 |
| Produktart: | Kartoniert / Broschiert |
| Verlag: | Springer International Publishing |
| Untertitel: | Managerial and Strategic Perspectives |
Produktinformationen "Pop-up Retailing"
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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