Store experience and co‐creation: the case of temporary shop

Abstract

Purpose -The purpose of this paper is to focus on Temporary Shops, a recent communication and distribution innovation used by firms in order to improve interaction with customers and to reinforce brand loyalty and equity. The main aim of the study is to frame the Temporary Shops phenomenon in Italy and to analyze its value co-creation potential. Design/methodology/approach -The DART model proposed by Prahalad and Ramaswamy has been chosen as the theoretical framework for understanding the Temporary Shops phenomenon. The authors investigate the process of value co-creation inside the Temporary Shops through its four key building blocks, namely, dialogue, access, risk/benefits and transparency. Through a multiple-case study, the authors study in-depth evidence from five leading firms that represent the main Temporary Shops in Italy over the last two years. Findings -Temporary Shops provide a locus of value co-creation in which the interactive and experiential relationship between the firm and the customer is engaged and value co-creation emerges.Research limitations/implications -There are two main limitations: this study is exploratory and analyzes co-creation only from the company perspective. Further studies may widen the unit of analysis from firm to customer's network and thus provide further insights about antecedents and implications of the interaction in a multi-sensory context. Originality/value -The work contributes to understanding the role of experiential environment in value co-creation processes, as well as analyzing the contribution of a new distribution phenomenon with respect to co-creation through the application of the DART model.

A Review of Consumer-Facing Digital Technologies Across Different Types of Fashion Store Formats

“…Pop-ups are often a trial, especially for pure-players, to ascertain how the physical store concept and type of engagement would be perceived by consumers and if it could be viable in the longer term (Davis, 2014;Walsh, 2016) and to test specific products or brands by eliciting feedback from target consumers in person (Charlton, 2013;Warnaby et al, 2015;De Lisle, 2014). A high level of originality in terms of design and location characterizes these store formats; they are typically located in highly representative locations of a large city, usually where the brand's target consumers would be, to quickly draw crowds around before disappearing (Russo Spena et al, 2012;Castaldo & Mauri, 2008). They are sometimes used as a direct sales channel (Warnaby et al, 2015) as they encourage impulse purchasing (Kim et al, 2010;Niehm et al, 2007).…”

“…Pop-ups can also be incorporated into new product or campaign launches, to create brand awareness about a new product or brand, and into experiential marketing campaigns, aiming to create a closer emotional bond between the consumer and the brand by conferring fun and memorable unique experiences through retail atmospherics, which include the use of consumer-facing in-store technology (Moth, 2014;Davis, 2014;Niehm et al, 2007;Kim et al, 2010;Charlton, 2013;Russo Spena et al, 2012;Warnaby et al, 2015). Experiential marketing tactics, combined with different atmospheric cues and consumerfacing in-store technologies, converge towards the development of an in-store experience, which can influence the consumer's sensory, emotional and cognitive perceptions of the brand image and values as well as creating a more impactful contact (Warnaby et al, 2015).…”

“…4. Pop-Up Stores: Or temporary outlets for brands (Warnaby et al, 2015;Charlton 2013;Davis, 2014;Kim et al, 2010;Niehm et al, 2007;Russo Spena et al, 2012).…”

“…Pop-up stores are temporary outlets, often using consumer-facing in-store technology, that allow online fashion retailers to have a presence on the high street, thus allowing them to put a face to the online brand name and get closer to consumers to reinforce brand loyalty and facilitate engagement with the brand (Russo Spena et al, 2012;Davis, 2014;Charlton, 2013;McCormick et al, 2014). They are located in a specific but temporary territory and used to extend brands' existing physical presence into new areas for a short time, to test how the new store would be perceived and increase brand awareness and experience (Russo Spena et al, 2012;Niehm et al, 2007;Warnaby et al, 2015).…”

“…They are located in a specific but temporary territory and used to extend brands' existing physical presence into new areas for a short time, to test how the new store would be perceived and increase brand awareness and experience (Russo Spena et al, 2012;Niehm et al, 2007;Warnaby et al, 2015). Pop-ups are often a trial, especially for pure-players, to ascertain how the physical store concept and type of engagement would be perceived by consumers and if it could be viable in the longer term (Davis, 2014;Walsh, 2016) and to test specific products or brands by eliciting feedback from target consumers in person (Charlton, 2013;Warnaby et al, 2015;De Lisle, 2014).…”