Keyword

pop-up stores; pop-up retailing; ephemeral retailing

Abstract

Purpose of the research: The purpose of this paper is to define pop-up stores.

Design/Methodology: Adopting an exploratory research design, semi-structured interviews and field observations were undertaken with brand managers of different types of pop-up stores and at different industry levels in Lebanon.

Results/findings: A pop-up store is guided by a clear strategy to meet specific objectives using available resources. Research findings highlight a clear distinction between pop-up stores developed by newly established brands and mature brands in terms of purpose and function. The two brand classes can each manifest in four types of pop-up stores: pop-up as a distribution channel, pop-up as a communications channel, pop-up as a distribution and communications channel and pop-up complementing a distribution channel.

Practical implications and conclusions: This study qualitatively explores brand managers’ understanding of pop-up stores, their perceptions and their uses in the Middle Eastern market; a market that hasn’t yet been explored in academic research related to these types of stores. It presents, defines and contextualizes a pop-up store and anchors it among new types of retail formats.


Full Text : PDF

References
  • Addady, m., 2016. Here’s how many pop-ups stores amazon plans to open. [Online] Available at: http://fortune.com/2016/09/09/amazon-pop-up-stores/ [Accessed 17 January 2017].
  • Alexander, b., Nobbs, K., Varley, r. 2018. The growing permanence of pop-up outlets within the international location strategies of fashion retailers. International Journal of Retail & Distribution Management, 46 (5), pp.487-506
  • Antéblian, b., filser, m. & roederer, c., 2013. The consumer experience in retailing. A literature review (L'experience du consommateur dans le commerce de detail. Une revue de literature). Recherche et applications en marketing, 28(3), pp. 84-114.
  • Babin, B. J., darden, w. R. & griffin, M., 1994. Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of consumer research, mars, 20(4), pp. 644-656.
  • Badot, o., poulain, m. & camus, s., 2013.
  • Spirituality in the shopping experience. Theoretical framework and empirical exploration
  • The consumer experience in retailing. A review of the literature (La spiritualité dans l’expérience de magasinage. Cadre théorique et exploration empirique). Rimhe : revue interdisciplinaire management, homme & entreprise, 8(4), pp. 40-56.
  • Bauer, m. & auer-srnka, k. J., 2012. The life cycle concept in marketing research. Journal of historical research in marketing, 4(1), pp. 68-96.
  • Bishop, p. & williams, l., 2012. The temporary city. London: routlege.
  • Bonnin, g., 2002. Store and shopping experience: the role of ownership (Magasin et expérience de magasinage : le rôle de l'appropriation). Décisions marketing, oct.-déc., issue 28, pp. 65-75.
  • Bonnin, g., 2003. Consumer mobility in stores: an exploratory study of the influence of spatial planning on the appropriation strategies of mass retail spaces (La mobilité du consommateur en magasin : une étude exploratoire de l'influence de l'aménagement spatial sur les stratégies d'appropriation des espaces de grande distribution). Recherche et applications en marketing (marketing spécial), 18(3), pp. 7-29.
  • Bonnin, g., 2006. Physical environment and service experience: an appropriation- based model. Journal of services research, july, 6(special issue), pp. 46-62.
  • Boustani, g., 2019. Ephemeral retailing. Pop-up stores in a postmodern consumption era. London: Routledge, p. 126
  • Boustani, g., 2021. Pop-up store adoption by brands. Journal of textile science & Fashion technology, 7(5), pp.1-5
  • Cambridge dictionnary, n.d. Cambridge business english dictionary. [online] available at:
  • https://dictionary.cambridge.org/dictionary/english/pop-up-store [accessed 31 January 2018].
  • Carapiet, l., 2009. Pop-up shops quite the fashion. [online] available at: www.lexisnexis.com (the Australian financial review). [accessed 30 april 2009].
  • Cardoso, f., pinot, f. & badot, o., 2013. Myths and rites of postmodern consumption: the shopping cidade jardim case. Chicago, s.n., pp. 204-205.
  • Carù, a., 2003. An empirical approach to immersion in the consumer experience: appropriation operations (Approche empirique de l’immersion dans l’expérience de consommation : les opérations d’appropriation). Recherche et applications en marketing, 18(2), pp. 47-65.
  • Daily star, 2015. www.dailystar.com/life/lubnan. [online] available at:
  • http://www.dailystar.com.lb/life/lubnan/2015/aug-04/309536-souk-el-akel-a-market-with-asoul. ashx. [accessed 14 mars 2016].
  • Dean, w., 2012. Independent.co.uk. [online] available at: http://www.independent.co.uk/news/uk/this-britain/the-pop-up-paradigm-they-may-not-lastfor- long-but-temporary-shops-are-here-to-stay-6294576.html. [accessed 14 mars 2016].
  • Diegel, a., 2014. Spreecommerce. [online] available at: https://spreecommerce.com/blog/ecommerce-popup-shops. [accessed 2 february 2018].
  • Economist, 2009. Gone tomorrow. [online] available at:
  • http://www.economist.com/business/finance/displaystory.cf,?storyid=14101585&fsrc=rss. [accessed 20 august 2009].
  • Evrard, y., pras, b. & roux, e., 2009. Market. 4e édition ed. Paris: dunod.
  • Filser, m., 2008. The consumer experience: concepts, models and managerial issues (L'expérience de consommation : concepts, modèles et enjeux managériaux). Recherche et applications en marketing, septembre , 23(3), pp. 1-4.
  • Filser, m., 2011. Re-enchanting the shopping experience: case studies from france. European retail digest, june, issue 30, pp. 39-40.
  • Fortini, a., 2004. The anti-concept concept store. [online] available at: www.nytimes.com [accessed 30 april 2009].
  • Fosse-gomez, m. H. & ōzçaglar-toulouse, n., 2009. Increasing purchasing power through self-reduction. The Robin Hood of the supermarkets (Augmenter le pouvoir d'achat par l'autoréduction. Les robins des bois des supermarchés). Décisions marketing, octobredécembre, issue 56, pp. 63-73.
  • Frippiat, d. & marquis, n., 2010. Internet surveys in social sciences: a state of the art (Les enquêtes par internet en sciences sociales : un état des lieux). Population-f, 65(2), pp. 309-338.
  • Frisch, f., 1999. Qualitative studies. Editions of organization (Les études qualitatives. Éditions d'organization) ed. S.l.:eyerolls .
  • Gagliordi, n., 2012. Retail customer experience. [online] available at:
  •  http://www.retailcustomerexperience.com/articles/pop-up-retail-grows-up/. [accessed 31 January 2018].
  • Ghosh, a. & craig, c. S., 1983. Formulating retail location strategy in a changing environment. Journal of marketing, summer.pp. 56-68.
  • Girish, d., 2016. Quora. [online] available at: https://www.quora.com/what-are-the-pros-and-cons-of-a-pop-up-store. [accessed 30 January 2018].
  • Go vacant, 1999. Go vacant. [online] available at: http://www.govacant.com/. [accessed 30 January 2018].
  • Hallisy, b., 2006. Taking it to the streets: steps to an effective- and ethical- guerilla marketing campaign. Public relations tactics, 13(3), p. 13.
  • Hart, c., doherty, n. & ellis-chadwick, f., 2000. Retail adoption of the internet: implications for retail marketing. Europen journal of marketing, 34(8), pp. 954-974.
  • Hirschman, e. C. & holbrook, m. B., 1982. Hedonic consumption: emerging concepts, methods, and propositions. Journal of marketing, summer, 46(3), pp. 92-101.
  • Horne, m., 2014. Temporary use of pop-up environment's potential for repurposing neglected buildings and spaces. Georgia state university, 5 10.
  • Hutchison, j., 2009. In praise of the pop-up: retail’s new future. [online] available at: http://luxurysociety.com/en/articles/2009/12/in-praise-of-the-pop-up-retails-new-future/ [accessed 31 January 2018].
  • Influencia, 2015. The consumer in need of popup stores (Le consommateur en manque de popup stores). [online] available at:
  • http://www.influencia.net/fr/actualites/tendance,etudes,consommateur-manque-pop-upstores, 5051.html. [accessed 30 January 2018].
  • Jain, r. & bagdare, s., 2009. Determinants of customer experience in new format retail stores. Journal of marketing & communication, september-december, 5(2), pp. 34-44.
  • Kerr, a., 2007. Disruptive retailing. [online] available at: www.boutiqueindustry.blogspot.com [accessed 12 May 2009].
  • Kim, h., fiore, a. M., niehm, l. S. & jeong, m., 2010. Psychographic characteristics affecting behavioral intentions towards pop-up retail. International journal of retail & distribution management, 38(2), pp. 133-154.
  • Kim, e., 2016. Amazon is doubling down on retail stores with plans to have up to 100 pop-up stores in us shopping malls. [online] available at: http://www.businessinsider.com/amazonbig-expansion-retail-pop-up-stores-2016-9 [accessed 30 January 2018].
  • Klépierre & qualiquanti , 2015 . Pop-up stores: the conquest of a territory of expression for brands (Pop-up stores: la conquête d’un territoire d’expression pour les marques), s.l.: s.n.
  • Koch, d., 2006. Pop-up shops. [online] available at: www.retailtrafficmag.com. [accessed 12 May 2009].
  • Langlois, s., 2002. New directions in consumer sociology (Nouvelles orientations en sociologie de la consummation). L'année sociologique, 1(52), pp. 83-103.
  • Lemoine, j.-f., 2010. Research in e-marketing: state of the art and perspectives (Les recherches en e-marketing : état des lieux et perspectives). Revue management et avenir, fevrier, issue 32, pp. 109-112.
  • Lipovetsky, g. & serroy , j., 2016. The aesthetics of the world. Living in the age of artist capitalism (L’esthétisation du monde. Vivre à l'âge du capitalisme artiste). Editions gallimard ed. Paris: gallimard.
  • Losif, r., 2015. Viuz. [online] available at: https://viuz.com/2015/10/29/le-phenomene-despop- up-stores-parti-pour-durer/?trk=pulse-det-art_view_ext [accessed 31 January 2018].
  • Lowe, j., maggioni, i. & sands, s., 2018. Critical success factors of temporary retail activations. A multi-actor perspective. Journal of retailing and consumer services, volume 40, pp. 74-81.
  • Lunardo, r., saintives, c. & roux, d., 2012. An exploratory study of consumer control inferences in the face of store atmosphere (Une étude exploratoire des inférences de contrôle du consommateur face à l’atmosphère du point de vente). Management et avenir, issue 55, pp. 55-78.
  • Maille, v. & fleck, n., 2011. Consumer-perceived congruence: towards a clarification of the concept, its formation and measurement (Congruence perçue par le consommateur : vers une clarification du concept, de sa formation et de sa mesure). Recherche et applications en marketing, 26(2), pp. 78-111.
  • Mandelbaum, r., 2013. The new york times magasine. [online] available at:
  • http://www.nytimes.com/packages/html/magazine/2013/innovationsissue/#/?part=popupstore [accessed 30 January 2018].
  • Marciniak, r. & budnarowska, c., 2009. Marketing approaches to pop-up stores: exploration of social networking. Surrey, s.n.
  • Mayrhofer, u. & roederer, c., 2009. Sell where they shop levi strauss signature®: a new retail brand (Sell where they shop levi strauss signature®: une nouvelle marque pour la grande distribution). Recherches et publications en management a.s.b.l, 26(5), pp. 15-25.
  • Mencarelli, r., 2008. (Place-object interaction as a conceptualization of lived experience: testing an integrative model ) L'interaction lieu-objet comme conceptualisation de l'expérience vécue : test d'un modèle intégrateur. Recherche et applications en marketing, septembre, 23 (3), pp. 51-69.
  • Moore, m. & fairhurst, a., 2003. Marketing capabilities and firm performance in fashion retailing. Journal of fashion marketing and management, 7(4), pp. 386-397.
  • Newton, a., 2017. Retail next. [online] available at: https://retailnext.net/en/blog/6-reasonswhy- pop-up-stores-are-excelling/ [accessed 30 January 2018].
  • Niehm, l. S., ann marie, f., jeong, m. & kim, h.-j., 2007. Pop-up retail’s acceptability as an innovative business strategy and enhancer of the consumer shopping experience. Journal of shopping center research, 13(7), pp. 1-30.
  • Picot-coupey, k., 2014. The pop-up store as a foreign operation mode (fom) for retailers. International journal of retail & distribution management, 42(7), pp. 643-670.
  • Picot-coupey, k., 2012. Pop-up stores and the international development of retail networks. Venice, international marketing trends conference.
  • Pine, j. & gilmore, j., 1999. The experience economy. S.l.: hbs press.
  • Pine, j. B. & gilmore, j. H., 1998. Welcome to the experience economy. Harvard business review, july- august.pp. 98-105.
  • Pomodoro, s., 2013. Temporary retail in fashion system: an explorative study. Journal of fashion marketing and management, 17(3), pp. 341-352.
  • Poncin, i. & garnier, m., 2012. The experience on a 3d sales site. The real, the fake and the virtual: at the crossroads (L’expérience sur un site de vente 3d. Le vrai, le faux et le virtuel : à la croisée des chemins). Revue management et avenir, 2(32), pp. 173-191.
  • Pontier, s., 1988. Image du point de vente : pour une prise en compte de l'image interne. Recherche et applications en marketing, 3(3), pp. 3-19.
  • Roederer, c., 2012. Contribution to the conceptualization of the consumer experience: emergence of the dimensions of the experience through life stories (Contribution à la conceptualisation de l’expérience de consommation : émergence des dimensions de l’expérience au travers de récits de vie). Recherche et applications en marketing, 27(3), pp. 81-96.
  • Russo spena, t., carida, a., colurcio, m. & melia, m., 2012. Store experience and co-creation: the case of temporary shop. International journal of retail & distribution management, 40 (121-40).
  • Rudkowski, Janice & Heney, Chelsea & Yu, Hong & Sedlezky, Sean & Gunn, Frances, 2020. "Here Today, Gone Tomorrow? Mapping and modeling the pop-up retail customer journey," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
  • Ryan, j., 2008. Retail week. [online] available at: http://www.retailweek. com/stores/retailings-bit-of-rough/5007452.article [accessed 1 fevrier 2018].
  • Sabiote, e. & ballester, m., 2011. Experience brands: making a difference (Marcas de experiencia: marcando la diferencia). Estudios generales, octubre-diciembre.27(121).
  • Sherman, l., 2008. Forbes. [online] available at: http://www.forbes.com/2008/02/01/popupstores- retail-designers-forbeslife-cx_ls_0201popup.html [accessed 1 fevrier 2018].
  • Shopify, n.d. Shopify.com/guides/howtopicktheperfectlocation. [online] available at:
  • www.shopify.com/guides/ultimate-guide-to-pop-up-shops/how-to-pick-the-perfect-location [accessed 09 mars 2016].
  • Sohier, a. & bree, j., 2014. The perception of rock, an essential dimension of satisfaction among rock festival spectators (La perception du rock, une dimension essentielle de la satisfaction chez les spectateurs des festivals rock). Décisions marketing, juillet-septembre, volume 75, pp. 95- 115.
  • Srinivasan, s. & srivastava, r., 2010. Creating the futuristic retail experience through experiential marketing: is it possible? An exploratory study. Journal of retail & leisure property, 9(no.3), p. 193–199.
  • Stephens, d., 2012. [online] available at: http://www.retailprophet.com/blog/storeexperience/ the-future-is-temporary/ [accessed 07 mars 2016].
  • Storefront, n.d. Storefront. [online] available at:
  • https://www.thestorefront.com/?gclid=cj0kcqiazmdtbrddarisabx4awws35q3jp3et-6oyuar1wztah2x3-mrv11ryqhae_bpig6ezemssd8aatewealw_wcb [accessed 2018 January 2018].
  • Surchi, m., 2011. The temporary store: a new marketing tool for fashion brands. Journal of fashion marketing and management, 15(2), pp. 257- 270.
  • Taube, j., & Warnaby, g. 2017. How brand interaction in pop-up shops influences consumers’ perceptions of luxury fashion retailers. Journal of fashion marketing and management. 21 (3), pp. 1361-2026.
  • Tomlinson, m., 2014. [online] available at: www.business.ee.co.uk
  • Vandaele, m., 1986. Le cycle de vie du produit : concepts, modèles et évolutions. Recherche et applications en marketing, 1(2), pp. 75-87.
  • Zola, e., 1999. The Ladies' Paradise (Au bonheur des dames). Paris: flammarion.