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.
| Original language | English |
|---|---|
| Pages (from-to) | 74-81 |
| Number of pages | 8 |
| Journal | Journal of Retailing and Consumer Services |
| Volume | 40 |
| DOIs | |
| Publication status | Published - 1 Jan 2018 |
Keywords
- Customer experience management
- Experiential retail
- Pop-up store
Cite this
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Critical success factors of temporary retail activations : A multi-actor perspective. / Lowe, Jennifer; Maggioni, Isabella; Sands, Sean.
In: Journal of Retailing and Consumer Services, Vol. 40, 01.01.2018, p. 74-81.Research output: Contribution to journal › Article › Research › peer-review
TY - JOUR
T1 - Critical success factors of temporary retail activations
T2 - A multi-actor perspective
AU - Lowe, Jennifer
AU - Maggioni, Isabella
AU - Sands, Sean
PY - 2018/1/1
Y1 - 2018/1/1
N2 - 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.
AB - 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.
KW - Customer experience management
KW - Experiential retail
KW - Pop-up store
UR - http://www.scopus.com/inward/record.url?scp=85034046944&partnerID=8YFLogxK
U2 - 10.1016/j.jretconser.2017.09.005
DO - 10.1016/j.jretconser.2017.09.005
M3 - Article
VL - 40
SP - 74
EP - 81
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
SN - 0969-6989
ER -