eBook - ePub

Ephemeral Retailing

Name: Ephemeral Retailing
ISBN: 9780429996498

Pop-up Stores in a Postmodern Consumption Era

Ghalia Boustani,

116 pages
English
ePUB (mobile friendly)
Available on iOS & Android

eBook - ePub

Ephemeral Retailing

Pop-up Stores in a Postmodern Consumption Era

Ghalia Boustani,

About this book

Often described as the "hottest" retail phenomenon, ephemeral retail concerns the growth of pop-up stores as a new mode of retailing. These temporary stores "pop-up" without notice, quickly attract crowds, then disappear or morph into something else. Although they share similarities with traditional physical stores and online stores, ephemeral stores outshine existing retail formats as they have many unique and differentiating characteristics.

These stores are becoming more popular among distribution channels as they offer exclusive and surprising retail experiences. Many established brands have already integrated these new points of sale into their distribution channels, while other brands are adopting them to raise communication, awareness, sales or just for experimentation. This phenomenon is finding its place amongst retailers not only for its efficiency and effectiveness but also for its unique impact, providing a sense of novelty that makes it particularly attractive to postmodern consumers seeking hedonic experiences.

This concise text introduces all aspects of this growing phenomenon and contextualises it within existing channels of distribution. It explores brand atmospheric interventions that are designed to affect customer emotions, behaviours or experiences, as well as practices retailers adopt to build relationships with their customers. It will be of interest to scholars and advanced students in retail marketing and branding.

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Yes, you can access Ephemeral Retailing by Ghalia Boustani in PDF and/or ePUB format, as well as other popular books in Business & Business General. We have over one million books available in our catalogue for you to explore.