The pop-up store as a foreign operation mode (FOM) for retailers

Abstract

Purpose – 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. Design/methodology/approach – 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. Findings – 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. Research limitations/implications – 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. Practical implications – This research provides guidelines for international retail managers wishing to choose a pop-up store as a foreign operation mode (FOM). Originality/value – This research provides a new insight into the characteristics, choice motivations and management of a pop-up store in an international context.