Experiential Marketing Of Pop-USores

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A fragment of this preliminary appeal is the element of disclosure. At which this well-established platform of pop-up stores produces an emotive engagement and a valuable “sensory experience”. (Schmit, 1999) This paper will examine the significance of experiential marketing and how it can fortify a retailer’s brand image. Benefits and concerns of this revolution will be discussed. And how it captures both the hedonistic and utilitarian elements of experiential marketing as supported by Fishbein and Ajzen (1975). In addition to, supporting the demand side analysis the demographic profiles and perceptions of the benefits and impacts surrounding pop-up stores will be analysed. Moreover, the intentions why retailers are exposed towards supplying …show more content…
As Plimmer, G (2013) asserts this sector enhances a degree of interest to the UK high streets. In addition, provided by implementation of hedonic and utilitarian dimensions. Since 2003, the model of this establishment has advanced into a substantial innovation in the sector of advertising. In agreement with the Local Data Company reports, retailing has been undergoing reappearance in popularity, due to high vacancy rates on the UK high streets. (Surchi, M, 2010) Consequently, the outlook of multi-brand stores was reformed. Bauman (2007) declares the perception that our ‘liquid’ society has enforced individuals to lose the concept of identity and appearance. Hence, the implantation of experience within the in-store marketing can either fortify or obliterate a brand’s image. For example, guerilla marketing is an advertising strategy. It is designed for small businesses to promote their products in an unconventional way. Hence, this would yield to maximize revenue and profit margins. Since, directors would have a small market share as due to a niche market segment their decision making process can be controlled. Ultimately, the customers experience is one of the key originators of attitude towards pop-up retail. Though, how are retailers benefiting from this temporary nature? The attribute of a “testing ground” ensures retailers that they are not enforced to prolonged obligations. The ability to achieve a niche competitive advantage is a benefit towards retailers, as illustrated by Clarke, D. Perry, P and Densen, H. (2012) Moreover, allowing the opportunity for retailers to generate a word of mouth through their marketing strategies. (Trendwatching.com, 2014) Nevertheless, the risks of supplying a temporary store must be reviewed upon within the decision-making

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