Temporary store, lasting impact : Developing a framework and a research agenda for pop-up stores
Vilkanen, Emmi (2019-01-20)
Temporary store, lasting impact : Developing a framework and a research agenda for pop-up stores
Vilkanen, Emmi
(20.01.2019)
Julkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty.
avoin
Julkaisun pysyvä osoite on:
https://urn.fi/URN:NBN:fi-fe201902124685
https://urn.fi/URN:NBN:fi-fe201902124685
Tiivistelmä
Constant growth of online retail and changing consumer preferences bring new challenges for retailers. To keep up with the competition, retailers now need to provide consumers with something more than goods and services – they need to provide them with novel and unique experiences. Pop-up retailing is a relatively new concept, aiming primarily at creating consumer experiences through establishing highly experiential stores that are only opened for a fixed period of time. These so-called pop-up stores are not merely brick-and-mortar spaces but also experiential marketing tools. They answer primarily the hedonic needs of the consumers and their main objective is typically related to strengthening the brand rather than making sales.
Pop-up stores are increasingly gaining popularity as an experiential marketing tool, but not much comprehensive academic research on the phenomenon exists yet. The purpose of this study is to fill the gap and better understand what kind of an experiential marketing tool a pop-up brand store is. For this purpose, a systematic literature review on pop-up store literature is conducted. The review suggests that two concepts, experience stores and marketing events, are closely related to and central for understanding pop-up stores. Therefore, the two are also reviewed in a similar manner.
As a result, pop-up stores are positioned at the intersection of experience stores and marketing events within the context of experiential marketing. Pop-up stores are characterized by their experiential orientation, temporal transiency and novel approaches to location, store environment and marketing. Furthermore, a key feature of pop-up stores turns out to be their interactive nature and co-creation of the experience between the consumer and the brand. The term “pop-up experience” is coined to describe the consumer responses that the pop-up store related stimuli evoke. From the brand’s side, experience management and evaluation are discussed. Lastly, the study proposes a preliminary framework for pop-up experience and presents an agenda for further research on the subject.
Pop-up stores are increasingly gaining popularity as an experiential marketing tool, but not much comprehensive academic research on the phenomenon exists yet. The purpose of this study is to fill the gap and better understand what kind of an experiential marketing tool a pop-up brand store is. For this purpose, a systematic literature review on pop-up store literature is conducted. The review suggests that two concepts, experience stores and marketing events, are closely related to and central for understanding pop-up stores. Therefore, the two are also reviewed in a similar manner.
As a result, pop-up stores are positioned at the intersection of experience stores and marketing events within the context of experiential marketing. Pop-up stores are characterized by their experiential orientation, temporal transiency and novel approaches to location, store environment and marketing. Furthermore, a key feature of pop-up stores turns out to be their interactive nature and co-creation of the experience between the consumer and the brand. The term “pop-up experience” is coined to describe the consumer responses that the pop-up store related stimuli evoke. From the brand’s side, experience management and evaluation are discussed. Lastly, the study proposes a preliminary framework for pop-up experience and presents an agenda for further research on the subject.