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 are designed to "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 are already integrating 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 which makes it particularly attractive to postmodern consumers seeking hedonic experiences.
This concise text introduces all aspects of this growing phenomenon and contextualizes it within existing channels of distribution. It explores brand atmospheric interventions that are designed to affect customer emotions, behaviors 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, branding and marketing.
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
The fields of business and management have grown exponentially as areas of research and education. This growth presents challenges for readers trying to keep up with the latest important insights. Routledge Focus on Business and Management presents small books on big topics and how they intersect with the world of business research.
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