Pop-up Retailing

1. Front Matter

   Pages i-vii

   PDF

2. Introducing the Pop-up Concept

   • Gary Warnaby, Charlotte Shi

   Pages 1-9

3. Characteristics of Pop-up

   • Gary Warnaby, Charlotte Shi

   Pages 11-23

4. Classifying Pop-up Activities

   • Gary Warnaby, Charlotte Shi

   Pages 25-32

5. Pop-up’s Academic Antecedents

   • Gary Warnaby, Charlotte Shi

   Pages 33-41

6. Introducing a Framework for Planning and Implementing Pop-up Activities

   • Gary Warnaby, Charlotte Shi

   Pages 43-48

7. Planning and Implementing Pop-up Activities: Strategic Objectives

   • Gary Warnaby, Charlotte Shi

   Pages 49-53

8. Planning and Implementing Pop-up Activities: Pre Pop-up Stage

   • Gary Warnaby, Charlotte Shi

   Pages 55-61

9. Planning and Implementing Pop-up Activities: The Pop-up Experience

   • Gary Warnaby, Charlotte Shi

   Pages 63-68

10. Planning and Implementing Pop-up Activities: Post Pop-up Stage

    • Gary Warnaby, Charlotte Shi

    Pages 69-72

11. A Comprehensive Framework for Planning and Implementing Pop-up Activities

    • Gary Warnaby, Charlotte Shi

    Pages 73-82

12. A Critical Perspective on the Pop-up Concept

    • Gary Warnaby, Charlotte Shi

    Pages 83-89

13. Back Matter

    Pages 91-97

    PDF

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.

• Pop-up stores
• Direct customer-brand interaction
• Experiential in-store environment
• Retailing premises
• Retailing location
• Promotional campaigns
• Customer communication innovation
• Creating brand communities
• Customer experience management

• Institute of Place Management, Manchester Metropolitan University, Manchester, United Kingdom

  Gary Warnaby

• School of Art and Design, Nottingham Trent University, Nottingham, United Kingdom

  Charlotte Shi

Gary Warnaby is Professor of Retailing and Marketing, based in the Institute of Place Management at Manchester Metropolitan University. His research interests focus on the marketing of places and retailing. He is co-author of Relationship Marketing: A Consumer Experience Approach (Sage, 2010), co-editor of Rethinking Place Branding: Comprehensive Brand Development for Cities and Regions (Springer, 2015), and has contributed to numerous edited books.

Charlotte Shi is Lecturer in Fashion Marketing and Branding, based in the School of Art and Design at Nottingham Trent University. Her research is centered on the interdisciplinary approach to marketing and retailing, focusing on the temporal dimensions of retailing. She has published in the Journal of Global Fashion Marketing and contributed to well-known Design and Branding conferences.

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