Planning and Implementing Pop-up Activities: Pre Pop-up Stage

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

Chapter Chapter 7 in Pop-up Retailing, 2018, pp 55-61 from Springer

Abstract: Abstract This chapter outlines the decision areas in the pre pop-up stage, which comprise a range of interconnected broad decision areas involved in developing the retail strategy mix of the specific pop-up activity, including Timing, Location, Store Atmospherics, Operating Practicalities and Marketing Communications.

Date: 2018
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DOI: 10.1007/978-3-319-71374-8_7

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