| 요약2 |
Recently, the consumption space has been making great efforts to overcome difficulties such as stagnation in sales after the pandemic. In order to overcome this difficulty, space marketing that provides a variety of customer experiences will be required. Accordingly, domestic department stores are focusing on providing products and various promotions based on customer experience. This study aims to examine the importance of correlation between VMD as through case analysis as a means of promoting experience design and sales based on customer experience. The research method selects cases of three domestic department stores as consumption spaces for the sale of goods and services and examines them from the perspective of spatial marketing. In the sales space where customer experience is important, the characteristics of VMD space applied with experience design components are analyzed. In addition, the characteristics and importance of the results, such as diagram analysis and quantitative evaluation, are summarized. The results of the study are as follows. The importance of the experiential design component items was high in the order of sensory stimulation, interactivity, informativity, association, dynamics, and non-dailiness. It was confirmed that the importance of VMD components according to their weights was high in the order of items such as EP zone, HS zone, VP zone, FP zone, PP zone, and IP zone. As a result of the study, the components of sensory stimulation and EP zones were relatively weighted. Through this, it was possible to examine the importance of sales space based on experiential design and experiential direction. As a result, strategic design thinking is needed from the perspective of VMD to promote experience design and sales based on customer experience. Considering the experience and experience of strategic thinking for space marketing, it will provide an optimized sales space environment. |