Pop-up Retail’s Acceptability as an Innovative Business Strategy and Enhancer of the Consumer Shopping Experience
Fiore, Ann Marie
This national study provides a demand-side analysis concerning consumers’ views of pop-up retail (i.e., pop-up stores). Our aim was to understand consumers’ assessments of pop-up stores and how these views are linked to specific demographic characteristics. We additionally sought to examine how consumers’ demographic profiles and their perceptions of the benefits and concerns surrounding pop-up stores affected attitude and intentions toward trying the retail format. The Theory of Reasoned Action (Fishbein and Ajzen, 1975) framed the study. The overall goal was to provide baseline information for retailers and marketers concerning consumers’ perceptions of and receptivity to pop-up retail as an experiential marketing strategy. Findings suggest that age, gender, community size, and geographic region influence consumer awareness of and engagement with pop-up stores. Demographic characteristics of groups demonstrating particular demand for pop-up retail were young consumers and female consumers of all ages. Findings suggest acceptance and opportunity for implementation of pop-up stores in most community sizes and regions except for the western U.S. Three factors (Product Novelty/Uniqueness, Facilitators of Purchase Decisions, and Product Trial and Unique Experience) were derived for consumers’ perceived benefits/concerns of pop-up stores. Awareness/experience with pop-up stores was positively related to attitude toward pop-up stores, as was the novelty dimension of pop-up stores. Attitude toward pop-up stores, in turn, predicted intentions to try the retail format, with attitude explaining 82% of the variance in consumers’ patronage intentions.
This article is from Journal of Shopping Center Research 13 (2007): 1–30.