Name: Ephemeral Retailing: Pop-Up Stores in a Postmodern Consumption era (Routledge Focus on Business and Management) (en Inglés)
Price: 173383.00 COP
Availability: InStock
Author: Ghalia Boustani
ISBN: 9781138586963

portada Ephemeral Retailing: Pop-Up Stores in a Postmodern Consumption era (Routledge Focus on Business and Management) (en Inglés)

Formato

Libro Físico

Editorial

Routledge

Autor

Ghalia Boustani

Año

2019

Idioma

Inglés

N° páginas

126

Encuadernación

Tapa Dura

ISBN13

9781138586963

N° edición

Categorías

Economía conductista

Ephemeral Retailing: Pop-Up Stores in a Postmodern Consumption era (Routledge Focus on Business and Management) (en Inglés)

Ghalia Boustani (Autor) · Routledge · Tapa Dura

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Reseña del libro "Ephemeral Retailing: Pop-Up Stores in a Postmodern Consumption era (Routledge Focus on Business and Management) (en Inglés)"

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.