An evaluation of interactive brand events on customer satisfaction: Evidence from a retail pop-up in Kano
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Background of the Study:
Interactive brand events have become a critical component of modern retail marketing strategies, especially in highly competitive urban markets such as Kano, Nigeria. Retail pop-ups offer an opportunity for brands to connect directly with consumers through engaging and interactive experiences that go beyond conventional shopping (Amin, 2023). These events are designed to foster a two-way interaction, enabling customers to experience products first-hand while providing immediate feedback through interactive setups and live demonstrations. The retail pop-up environment encourages a deeper brand connection by allowing consumers to explore the brand’s identity in an immersive setting, which can lead to higher levels of customer satisfaction (Dada, 2024). In addition, these events often incorporate technology such as interactive screens and social media integrations to further enhance the customer experience. The resulting engagement not only drives sales but also strengthens the brand’s reputation and fosters loyalty among consumers. As the retail industry continues to evolve in response to digital disruptions and shifting consumer expectations, understanding the impact of interactive brand events on customer satisfaction becomes increasingly important for sustaining competitive advantage (Yakubu, 2023).
Statement of the Problem
Despite the potential benefits of interactive brand events, there is limited research on how these initiatives directly influence customer satisfaction, particularly in the retail pop-up context in Kano. Brands often invest in interactive technologies and experiential setups without a clear understanding of their return in terms of customer satisfaction. Furthermore, the lack of standardized metrics to evaluate the consumer experience during these events complicates the assessment of their overall effectiveness. This study seeks to address the gap by evaluating the relationship between interactive brand events and customer satisfaction, offering insights that can inform future marketing strategies and resource allocation (Sani, 2024).
Objectives of the Study
To evaluate the impact of interactive brand events on customer satisfaction at retail pop-ups.
To identify key interactive elements that drive positive customer experiences.
To assess the overall effectiveness of retail pop-up events in enhancing brand perception and loyalty.
Research Questions
How do interactive brand events influence customer satisfaction in retail pop-ups in Kano?
What interactive elements are most effective in enhancing the consumer experience?
How does customer satisfaction from interactive events impact long-term brand loyalty?
Significance of the Study
This study is significant for retail marketers and brand managers as it provides empirical evidence on the value of interactive brand events. By understanding the link between event interactivity and customer satisfaction, brands can optimize their retail strategies to foster deeper consumer connections and long-term loyalty (Ibrahim, 2024).
Scope and Limitations of the Study
This study is limited to examining interactive brand events at a retail pop-up in Kano, Nigeria. It does not extend to other retail environments or geographic areas.
Definitions of Terms
Interactive Brand Event: An event designed to engage consumers through hands-on activities and two-way communication.
Customer Satisfaction: A measure of how products and services meet or exceed customer expectations.
Retail Pop-Up: A temporary retail space used to promote a brand or product through immersive, interactive experiences.
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