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

    Warnaby, Gary ORCID logoORCID: https://orcid.org/0000-0002-6696-6671 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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