The purpose of this paper is first, to describe the characteristics of a pop-up store in an international context, second, to investigate the motivating factors for its choice and third, to analyze its role in the retail internationalization process.
A multiple-case study was adopted. Research was carried out using secondary data sources, social media observation and semi-structured interviews with senior managers in charge of the international development and management of pop-up stores. A conceptualizing content analysis was conducted both manually and with NVivo software.
The main results cover the following aspects of an international pop-up store and highlight the differences between this choice of FOM and other store formats: key characteristics: location, design and atmosphere, merchandise mix, and store events are very creative in order to attract foreign consumer attention; choice motivations: three motivations were found, which were first, to test and adapt the concept with foreign consumers possibly unfamiliar with such a store concept, second, to raise and sustain the international profile of a retail brand, and third, to develop relationship networks with stakeholders in foreign markets; role in the retail internationalization process: a dynamic approach is adopted as role varies from mode switch at the entry stage to mode combination at the further expansion stage.
The results of this research suggest avenues for future research, particularly in relation to how the concept of the international pop-up store will evolve over time.
This research provides guidelines for international retail managers wishing to choose a pop-up store as a foreign operation mode (FOM).
This research provides a new insight into the characteristics, choice motivations and management of a pop-up store in an international context.
The author would like to thank the retail managers who accepted to participate to the research project for their support.The author also wants to thank Marine LeGall-Ely and Rozenn Perrigot for their notices and suggestions that allowed her to improve the paper.
Picot-Coupey, K. (2014), "The pop-up store as a foreign operation mode (FOM) for retailers", International Journal of Retail & Distribution Management, Vol. 42 No. 7, pp. 643-670. https://doi.org/10.1108/IJRDM-01-2013-0032
Emerald Group Publishing Limited
Copyright © 2014, Emerald Group Publishing Limited