Pop-up Retailing
Charlotte Shi, Gary Warnaby
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Springer International Publishing
Sozialwissenschaften, Recht, Wirtschaft / Einzelne Wirtschaftszweige, Branchen
Beschreibung
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.
Kundenbewertungen
Customer communication innovation, Customer experience management, Retailing location, Pop-up stores, Retailing premises, Promotional campaigns, Direct customer-brand interaction, Creating brand communities, Experiential in-store environment