Examining the Influence of Pop-Up Store Marketing on Brand Engagement: A Study on Experiential Marketing Strategies, Product Exclusivity, and Brand Identity
Year: 2024
Type: article
Abstract: This paper determines how Pop-up store marketing benefits the brand. It focused on the concept of experiential marketing, product exclusivity, and the role of identity. Pop-up stores have transformed the conventional retail approach by engaging with customers on a multi-sensory level to appeal to their emotions. The transitory nature of these stores does it even better as these stores would make the consumer feel like it's their last chance of it. It goes further to satisfy the basic human need for exclusivity and the human bias for scarcity. This emotional connection strengthens brand loyalty and familiarity. Exclusivity is a very natural behaviour in the human system and the manipulation of scarcity, rarity, and exclusivity plays an important role in the perception and improvement in sales. Pop-up stores serve a purpose beyond mere sales; they can be utilized to set oneself apart from competitors and strengthen the brand image by providing a more innovative and customer-focused experience. The integration of technology and increased adaptability are crucial for pop-up stores to align with the changing customer behaviours in the post-pandemic period. The utilization of pop-up stores serves as a highly effective and robust tool in the strategic application of modern marketing brands. The research delves into the diverse methodologies through which it can be utilized as a strategic tactic in order to accomplish the desired aim.
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4417090694
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