SpringerBriefs in Business

Pop-up Retailing

Managerial and Strategic Perspectives

Authors: Warnaby, Gary, Shi, Charlotte

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  • Introduces and analyzes the pop-up retailing concept and its lifecycle
  • Helps understand the key strategic objectives surrounding pop-up retailing
  • Sketches the classifcation, planning, and implementation in a managerial context
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  • ISBN 978-3-319-71374-8
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Softcover $54.99
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About this book

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.

About the authors

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.

Table of contents (11 chapters)

Table of contents (11 chapters)

Buy this book

eBook $39.99
price for USA in USD
  • ISBN 978-3-319-71374-8
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • Immediate eBook download after purchase and usable on all devices
  • Bulk discounts from 10 eBooks
Softcover $54.99
price for USA in USD
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Bibliographic Information

Bibliographic Information
Book Title
Pop-up Retailing
Book Subtitle
Managerial and Strategic Perspectives
Authors
Series Title
SpringerBriefs in Business
Copyright
2018
Publisher
Springer International Publishing
Copyright Holder
The Author(s)
eBook ISBN
978-3-319-71374-8
DOI
10.1007/978-3-319-71374-8
Softcover ISBN
978-3-319-71373-1
Series ISSN
2191-5482
Edition Number
1
Number of Pages
VII, 97
Number of Illustrations
3 b/w illustrations, 13 illustrations in colour
Topics