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Ephemeral Retailing
Af: Ghalia Boustani Engelsk Hardback
SPAR
kr 73
Ephemeral Retailing
Af: Ghalia Boustani Engelsk Hardback

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.

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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.

Produktdetaljer
Sprog: Engelsk
Sider: 116
ISBN-13: 9781138586963
Indbinding: Hardback
Udgave:
ISBN-10: 113858696X
Udg. Dato: 20 aug 2019
Længde: 8mm
Bredde: 144mm
Højde: 224mm
Oplagsdato: 20 aug 2019
Forfatter(e): Ghalia Boustani
Forfatter(e) Ghalia Boustani


Kategori Kulturstudier: mode og samfund


Sprog Engelsk


Indbinding Hardback


Sider 116


Udgave


Længde 8mm


Bredde 144mm


Højde 224mm


Udg. Dato 20 aug 2019


Oplagsdato 20 aug 2019

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