{"product_id":"pop-up-retailing-9783319713748","title":"Pop-up Retailing","description":"\u003cp\u003eThis 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.\u003c\/p\u003e","brand":"Gardners","offers":[{"title":"Default Title","offer_id":52912065511703,"sku":null,"price":6747.52,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0679\/6918\/8119\/files\/9783319713748.jpg?v=1781503778","url":"https:\/\/payment.letskitaboo.com\/products\/pop-up-retailing-9783319713748","provider":"Kitaboo One eStore","version":"1.0","type":"link"}