کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
5111209 1483484 2018 8 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Critical success factors of temporary retail activations: A multi-actor perspective
ترجمه فارسی عنوان
عوامل موفقیت بحرانی فعال سازی موقت خرده فروشی: چشم انداز چند بازیکن
کلمات کلیدی
خرده فروشی تجربی؛ فروشگاه پاپ آپ؛ مدیریت تجربه مشتری
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
چکیده انگلیسی
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.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Retailing and Consumer Services - Volume 40, January 2018, Pages 74-81
نویسندگان
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