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Planning and Implementing Pop-up Activities: Post Pop-up Stage

In: Pop-up Retailing

Author

Listed:
  • Gary Warnaby

    (Manchester Metropolitan University)

  • Charlotte Shi

    (Nottingham Trent University)

Abstract

Pop-ups, by their very nature, are ephemeral. However, while the lifespan of the physical manifestation of the pop-up activity may be brief, with good management, longer-term consumer relationships with the brand might be facilitated (Pomodoro 2013). This is consistent with the notion of the ‘post-experience’ stage, as articulated in the experiential marketing literature (see Antéblian et al. 2014; Tynan and McKechnie 2009). This chapter discusses the key issues that brand organisations may need to consider during the Post Pop-up stage. These include: in the immediate term, the logistics of packing up and moving on; and then, taking a longer term perspective, measuring and evaluating success of the activity, and maintaining momentum for the brand which may have been created by the physical presence of the pop-up store.

Suggested Citation

  • Gary Warnaby & Charlotte Shi, 2018. "Planning and Implementing Pop-up Activities: Post Pop-up Stage," SpringerBriefs in Business, in: Pop-up Retailing, chapter 0, pages 69-72, Springer.
    • Handle: RePEc:spr:spbrcp:978-3-319-71374-8_9
    DOI: 10.1007/978-3-319-71374-8_9
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