Retailers have realized that traditional marketing approaches no longer satisfy consumers’ needs. Pine and Gilmore (1999) and Richards (2001) argue that many consumers are not only seeking to purchase goods and services but also expect engaging experiences. This is supported by the concept ‘hedonic consumption’ (Hirschman and Holbrook, 1982) which notes that consumers should have a multi-sensory, fantasy and emotive experience. It is an interactive and relational platform and active shopper’s multi-sensory engagement, which leaves the shopper pleasured in continuous buying efforts (Castaldo and Mauri, 2008). The consumer culture has started to change as customers are beginning to put greater value on local goods with the ability to talk to producers or manufacturers face-to-face. Therefore, retailers have tried to build face-to-face interactions and trust relationships with the consumer through these temporary shop formats. Spena et al (2010) states Pop-Ups provide an interactive environment in which consumers can have active dialogue. Pop-up retail entails creation of a marketing environment that is highly experiential, focused on promoting a brand or product line, available for a short time period, and generally in smaller venues that foster more face-to-face dialogue with brand representatives, which is a top factor attracting people to the experience (Kim et al, 2010).
Unlike the traditional store format, Pop-Ups can be event-driven (Shanahan, 2005). It offers shopper with personally relevant lifestyle experiences, such as concerts or sporting events. The sensory environment in the Pop-Ups allow consumer to become immersed and engaged within the memorable experience proposed by the firm and this kind of emotional engagement helps retailer to build long term relationship with customer and strength brand loyalty (Prahalad and Ramasway, 2004).