Pop-up Retailing
Description
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.
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Persons
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.
Content
- Intro
- Contents
- Chapter 1: Introducing the Pop-up Concept
- 1.1 Introduction
- 1.2 The Origins of Pop-up Retailing
- 1.3 Defining Pop-up Retailing
- 1.4 Conclusion
- Chapter 2: Characteristics of Pop-up
- 2.1 Introduction
- 2.2 Ephemeral
- 2.3 Experiential
- 2.4 Flexible
- 2.4.1 Spatial Flexibility
- 2.4.2 Strategic Flexibility
- 2.4.2.1 Communicational Objectives
- 2.4.2.2 Experiential Objectives
- 2.4.2.3 Transactional Objectives
- 2.4.2.4 Testing Objectives
- 2.5 Novelty: An Underpinning Characteristic of Pop-up?
- 2.6 Conclusion
- Chapter 3: Classifying Pop-up Activities
- 3.1 Introduction
- 3.2 Classifying Pop-ups by Location
- 3.3 Classifying Pop-ups by Function
- 3.4 A New Classificatory Schema
- 3.5 Conclusion
- Chapter 4: Pop-up´s Academic Antecedents
- 4.1 Introduction
- 4.2 Store Environments/Atmospherics
- 4.3 Customer Experience Management
- 4.4 Event Management
- 4.5 Pop-ups as Retail `Territories´
- 4.6 Conclusion
- Chapter 5: Introducing a Framework for Planning and Implementing Pop-up Activities
- 5.1 Introduction
- 5.2 Developing a Conceptual Framework
- 5.2.1 Strategic Objectives Stage
- 5.2.2 Pre Pop-up Stage
- 5.2.3 Pop-up Experience Stage
- 5.2.4 Post Pop-up Stage
- 5.3 Taking a Customer Perspective
- 5.4 Developing and Informing the Conceptual Framework
- 5.5 Conclusion
- Chapter 6: Planning and Implementing Pop-up Activities: Strategic Objectives
- 6.1 Introduction
- 6.2 Increasing Brand Awareness
- 6.3 Influencing Brand Associations
- 6.4 Promoting Seasonal/Limited Collection Products
- 6.5 Engaging Customers
- 6.6 Gathering Customer Insight
- 6.7 Testing Market Concepts
- 6.8 Facilitating Strategic Growth
- 6.9 Conclusion
- Chapter 7: Planning and Implementing Pop-up Activities: Pre Pop-up Stage
- 7.1 Introduction
- 7.2 Timing
- 7.3 Location
- 7.4 Store Atmospherics
- 7.5 Operating Practicalities
- 7.6 Marketing Communications
- 7.7 Conclusion
- Chapter 8: Planning and Implementing Pop-up Activities: The Pop-up Experience
- 8.1 Introduction
- 8.2 Social Environment
- 8.3 Digital Engagement
- 8.4 Store Atmospherics
- 8.5 Product Assortment
- 8.6 Promotion
- 8.7 Conclusion
- Chapter 9: Planning and Implementing Pop-up Activities: Post Pop-up Stage
- 9.1 Introduction
- 9.2 Packing Up and Moving On
- 9.3 Measuring and Evaluating Success
- 9.4 Maintaining Momentum
- 9.5 Conclusion
- Chapter 10: A Comprehensive Framework for Planning and Implementing Pop-up Activities
- 10.1 Introduction
- 10.2 A Comprehensive Conceptual Framework
- 10.3 Established vs. Emergent Brands
- 10.3.1 Strategic Objectives
- 10.3.2 Pre-pop-up Stage
- 10.3.3 The Pop-up Experience
- 10.3.4 Post-pop-up
- 10.4 An Emerging Pop-up `Industry´?
- 10.5 Conclusion
- Chapter 11: A Critical Perspective on the Pop-up Concept
- 11.1 Introduction
- 11.2 The Implications of Pop-up in an Urban Context
- 11.3 Retail Industry Implications of Pop-up
- 11.4 Conclusion
- References
