Planning and Implementing Pop-up Activities: Strategic Objectives

Gary Warnaby and Charlotte Shi
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Gary Warnaby: Manchester Metropolitan University
Charlotte Shi: Nottingham Trent University

Chapter Chapter 6 in Pop-up Retailing, 2018, pp 49-53 from Springer

Abstract: Abstract The inherent flexibility of pop-up means that it can potentially contribute to a variety of objectives, termed by Warnaby et al. (2015) as Communicational, Experiential, Transactional and Testing objectives. This research identifies a range of different objectives that the pop-up activities studied sought to achieve. These are classified into seven, more specific objectives, namely: Increasing Brand Awareness; Influencing Brand Associations; Promoting Seasonal/Limited Collection Products; Engaging Customers; Gathering Customer Insight; Testing Market Concepts; and Facilitating Strategic Growth.

Date: 2018
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DOI: 10.1007/978-3-319-71374-8_6

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