TEMPORARY STORES: CONSUMER RESPONSES TO A LIMITED ASSORTMENT AND LIMITED TIME HORIZON

摘要

For years, the fast-moving consumer goods (FMCG) industry and its retailers have had to address high satiation levels in several product categories. With firm offers in both offline and online contexts, it became much more difficult to attract the consumer's attention and interest and motivate him/her to purchase more and more often. Especially during the past few years of global economic downturn, we have observed both a high industry dependency on consumers' trust in economic growth and consumers' adapted purchase behavior. Thus, in Europe, many apparel retail firms have had to accept huge decreases in sales and profit. Consequently, retailers are searching for innovative marketing concepts and retail formats to attract consumers and to increase their sales.