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.
"A highly relevant text with strong contemporary resonance drawing on the domains of branding strategy, consumer behaviour and experiential management." — Ranjit Thind, Lecturer & Consultant at International Fashion Management & Marketing, Coventry University London, UK
"Ephemeral Retailing is a one-of-a-kind book elaborating the temporal and experiential aspects of pop-up stores as compared to traditional outlets. Both formats are thoroughly described and compared in view of their nature and their impact on consumer buying behavior. The book is a must-read for all those aspirating to increase customer lifetime value and return on investment." — Joyce Menassa, Assistant Vice President for Academic Support at Notre Dame University, Lebanon
"What was trend becomes strategy for brands, rather than exposing their products, providing experiences to their consumers. Ghalia Boustani is extremely didactic and descriptive in her vast research because, besides a historical survey of the ephemeral context in retail, this is an indispensable book for those who want to know and deepen their knowledge about consumption." — Sabrina Levinton, Designer and Innovation Consultant at FIEP, Brazil
1. Towards a comprehension of ephemeral retail stores 2. Traditional store atmospheres and their effects on customers 3. Customer reactions to atmospheric stimuli 4. Ephemeral retailing; an experiential era 5. Conclusion
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