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Changing Customer Behaviour; Changing Retailer Response? The Potential for Pop-up Retailing

Warnaby, Gary and Shi, Charlotte (2019) Changing Customer Behaviour; Changing Retailer Response? The Potential for Pop-up Retailing. Journal of Customer Behaviour, 18 (1). ISSN 1475-3928

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Abstract

Many retailers are facing challenges in accommodating their strategies and modus operandi to changing customer needs and behaviour, and in this paper, we posit the ‘pop-up’ concept as a possible means by which retailers can help acquire the requisite flexibility and agility to respond effectively to these challenges. In recent years, the ‘pop-up’ epithet has become ever more commonplace, and we discuss its potential to achieve retailers’ strategic objectives by virtue of its temporal, spatial and material flexibility.

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