Changing customer behaviour: Changing retailer response? The potential for pop-up retailing

Many retailers are facing challenges in accommodating their strategies and modus operandi to changing customer needs and behaviour, and in this paper, we posit the 'pop-up' concept as a possible means by which retailers can help acquire the requisite flexibility and agility to respond effectively to these challenges. In recent years, the 'pop-up' epithet has become ever more commonplace, and we discuss its potential to achieve retailers' strategic objectives by virtue of its temporal, spatial and material flexibility.