Presenting the Current Status and Future of Pop-up Stores/ Professor Joo Jae-Woo (School of Business Administration)
- 24.03.08 / 박서연
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Professor Joo Jae-Woo (School of Business Administration)
Professor Joo jae-woo of the School of Business wrote an article on pop-up stores in the latest issue of the Dong-A Business Review (DBR). In this article, he analyzes the current state of pop-up stores and suggests the future.
Prof. Joo predicts that the next pop-up store will be a laboratory where brands start with a specific hypothesis and verify it based on data. For Project Lent, the pop-up store's hypothesis was "positioning chocolate as a premium dessert," and it was verified through qualitative and quantitative data, including average dwell time and number of visitors, as well as product impressions, willingness to return and word-of-mouth, that "consumers are not unfamiliar with the experience of enjoying Ghanaian chocolate as a premium dessert.
See also
Joo jae-woo, Choi ho-jin (2024), "The future of pop-up stores is a 'data collection and verification laboratory'," Dong-A Business Review (https://dbr.donga.com/article/view/1101/article_no/11171)
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This content is translated from Korean to English using the AI translation service DeepL and may contain translation errors such as jargon/pronouns.
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Presenting the Current Status and Future of Pop-up Stores/ Professor Joo Jae-Woo (School of Business Administration) |
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Professor Joo Jae-Woo (School of Business Administration)
Professor Joo jae-woo of the School of Business wrote an article on pop-up stores in the latest issue of the Dong-A Business Review (DBR). In this article, he analyzes the current state of pop-up stores and suggests the future.
Prof. Joo predicts that the next pop-up store will be a laboratory where brands start with a specific hypothesis and verify it based on data. For Project Lent, the pop-up store's hypothesis was "positioning chocolate as a premium dessert," and it was verified through qualitative and quantitative data, including average dwell time and number of visitors, as well as product impressions, willingness to return and word-of-mouth, that "consumers are not unfamiliar with the experience of enjoying Ghanaian chocolate as a premium dessert.
See also
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