Episodic Retail Settings: A Sustainable and Adaptive Strategy for City Centre Stores

The fact that an already damaged retail industry is being challenged by a pandemic makes the industry’s survival a matter of urban resilience. Sustainable and adaptive strategies are needed to reverse the negative development of the retail sector, and in this conceptual paper, a new perspective is suggested based on episodic retail settings. Such a perspective can increase a physical store’s attraction and may serve as a flexible operation strategy for urban retailers and give added value to urban consumers as they shape an ongoing dramatological discourse and facilitate social interaction in a way that traditional fixed-store formats are unable to compete with. By applying the scientific circle of enquiry (SCE), the authors develop an interdisciplinary perspective cutting across the sustainability, service science, and urban studies fields. On this ground, they present a set of conceptual premises and a tripartite conceptual framework delineating how to effectively design episodic retail settings that are adaptive and sustainable. The paper concludes with suggestions for research questions to further advance this field of study.publishedVersio