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Here Today, Gone Tomorrow? Mapping and modeling the pop-up retail customer journey

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  • Rudkowski, Janice
  • Heney, Chelsea
  • Yu, Hong
  • Sedlezky, Sean
  • Gunn, Frances

Abstract

Pop-up retail and customer journey mapping are widely adopted in the retail industry, yet they have received modest coverage within academic literature to date. Through a qualitative field study of five marketplace-based pop-ups (MBPUs), this research defines and identifies differences and similarities between marketplace-based pop-ups (MBPUs) and brand-based pop-ups (BBPUs), seeks to understand how marketplace-based pop-ups fit within the customer journey and experience, and explores how touchpoint ownership and influence illuminates the understanding of the marketplace-based pop-up customer journey. Further, this research extends an existing conceptual customer journey framework to visually map and model the purchase stages, touchpoint categories and types of marketplace-based pop-up customer journeys. As a result, this research presents and discusses three emerging themes (here today gone tomorrow; high-touch low-tech; and ownership and influence) to further the understanding of MBPUs. Pop-ups are more than a single encounter; they are a complex customer journey process, whereby the customer travels through pre-purchase, purchase and post-purchase stages, and across multiple touchpoints.

Suggested Citation

  • 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).
    • Handle: RePEc:eee:joreco:v:54:y:2020:i:c:s0969698918302686
    DOI: 10.1016/j.jretconser.2018.11.003
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    Cited by:

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    3. Tueanrat, Yanika & Papagiannidis, Savvas & Alamanos, Eleftherios, 2021. "Going on a journey: A review of the customer journey literature," Journal of Business Research, Elsevier, vol. 125(C), pages 336-353.
    4. Cambra-Fierro, Jesús & Polo-Redondo, Yolanda & Trifu, Andreea, 2021. "Short-term and long-term effects of touchpoints on customer perceptions," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    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. Santos, Susana & Gonçalves, Helena Martins, 2021. "The consumer decision journey: A literature review of the foundational models and theories and a future perspective," Technological Forecasting and Social Change, Elsevier, vol. 173(C).

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