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

Annotation 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 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