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The pop-up store as a foreign operation mode (FOM) for retailers

Author

Listed:
  • Karine Picot-Coupey

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

Abstract

Purpose - The purpose of this paper is first, to describe the characteristics of a pop-up store in an international context, second, to investigate the motivating factors for its choice and third, to analyze its role in the retail internationalization process. Design/methodology/approach - A multiple-case study was adopted. Research was carried out using secondary data sources, social media observation and semi-structured interviews with senior managers in charge of the international development and management of pop-up stores. A conceptualizing content analysis was conducted both manually and with NVivo software. Findings - The main results cover the following aspects of an international pop-up store and highlight the differences between this choice of FOM and other store formats: key characteristics: location, design and atmosphere, merchandise mix, and store events are very creative in order to attract foreign consumer attention; choice motivations: three motivations were found, which were first, to test and adapt the concept with foreign consumers possibly unfamiliar with such a store concept, second, to raise and sustain the international profile of a retail brand, and third, to develop relationship networks with stakeholders in foreign markets; role in the retail internationalization process: a dynamic approach is adopted as role varies from mode switch at the entry stage to mode combination at the further expansion stage. Research limitations/implications - The results of this research suggest avenues for future research, particularly in relation to how the concept of the international pop-up store will evolve over time. Practical implications - This research provides guidelines for international retail managers wishing to choose a pop-up store as a foreign operation mode (FOM). Originality/value - This research provides a new insight into the characteristics, choice motivations and management of a pop-up store in an international context.

Suggested Citation

  • Karine Picot-Coupey, 2014. "The pop-up store as a foreign operation mode (FOM) for retailers," Post-Print halshs-01023250, HAL.
  • Handle: RePEc:hal:journl:halshs-01023250
    DOI: 10.1108/IJRDM-01-2013-0032
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    Citations

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    Cited by:

    1. Lunardo, Renaud & Mouangue, Emilie, 2019. "Getting over discomfort in luxury brand stores: How pop-up stores affect perceptions of luxury, embarrassment, and store evaluations," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 77-85.
    2. Henkel, Laura & Jahn, Steffen & Toporowski, Waldemar, 2022. "Short and sweet: Effects of pop-up stores’ ephemerality on store sales," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    3. Rosenbaum, Mark S. & Edwards, Karen & Ramirez, Germán Contreras, 2021. "The benefits and pitfalls of contemporary pop-up shops," Business Horizons, Elsevier, vol. 64(1), pages 93-106.
    4. 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.
    5. Spitzkat, Anna & Fuentes, Christian, 2019. "Here today, gone tomorrow: The organization of temporary retailscapes and the creation of frenzy shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 198-207.
    6. 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.
    7. 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).
    8. 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).

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