Pop-up Retailing : Managerial and Strategic Perspectives / by Gary Warnaby, Charlotte Shi

By:

Warnaby, Gary [VerfasserIn]

Contributor(s):

Shi, Charlotte [VerfasserIn]

Resource type: Ressourcentyp: Buch (Online)Book (Online)Language: English Series: SpringerBriefs in Business | SpringerLink Bücher | Springer eBook Collection Business and ManagementPublisher: Cham : Springer, 2018Description: Online-Ressource (VII, 97 p. 16 illus., 13 illus. in color, online resource)ISBN:

9783319713748

Subject(s): Additional physical formats: 9783319713731 | Erscheint auch als: 978-3-319-71373-1 Druck-Ausgabe | Printed edition: 9783319713731 | Erscheint auch als: Pop-up Retailing. Druck-Ausgabe Cham : Springer, 2018. 97 SeitenLOC classification:

HF5001-6182.2

DOI: DOI: 10.1007/978-3-319-71374-8Online resources:

Summary: 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 outlinedPPN: PPN: 1658623452Package identifier: Produktsigel: ZDB-2-BUM | ZDB-2-SEB | ZDB-2-SXBM

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