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Critical success factors of temporary retail activations: A multi-actor perspective

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  • Lowe, Jennifer
  • Maggioni, Isabella
  • Sands, Sean

Abstract

Temporary retail activations have been increasingly adopted by brands as an innovative experiential marketing strategy to engage existing and new customers. Through a series of in-depth interviews with multiple-actors (agency executives, brand managers, and consumers), this study identifies divergences and commonalities in defining the concept of temporary retail activation success. Further, we propose a conceptual framework of key factors that can contribute to the success of experiential-driven initiatives in retail. Four critical success factors (relational touchpoint, strategic alignment, surprise and delight, and serendipity) are discussed. We suggest that temporary retail activations should be considered as retail exchange events aimed at generating relationship-driven outcomes.

Suggested Citation

  • Lowe, Jennifer & Maggioni, Isabella & Sands, Sean, 2018. "Critical success factors of temporary retail activations: A multi-actor perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 74-81.
    • Handle: RePEc:eee:joreco:v:40:y:2018:i:c:p:74-81
    DOI: 10.1016/j.jretconser.2017.09.005
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    References listed on IDEAS

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    Cited by:

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    2. Zogaj, Adnan & Olk, Stephan & Tscheulin, Dieter K., 2019. "Go pop-up: Effects of temporary retail on product- and brand-related consumer reactions," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 111-121.
    3. Helm, Sabrina & Kim, Soo Hyun & Van Riper, Silvia, 2020. "Navigating the ‘retail apocalypse’: A framework of consumer evaluations of the new retail landscape," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    4. Campbell, Colin & Sands, Sean & Treen, Emily & McFerran, Brent, 2021. "Fleeting, But Not Forgotten: Ephemerality as a Means to Increase Recall of Advertising," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 96-105.
    5. Ye, Yuchen & Yang, Yikai & Huang, Qi, 2023. "Identifying and examining the role of pop-up store design: A mixed-methods study," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    6. 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).
    7. Malin Sundström & Christine Lundberg & Vassilios Ziakas, 2021. "Episodic Retail Settings: A Sustainable and Adaptive Strategy for City Centre Stores," Sustainability, MDPI, vol. 13(5), pages 1-17, February.

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