| 요약2 |
Design adjustments in consumer electric home appliances stores can encourage impulse buying and build customer's satisfaction. This study indicates that the overall process from product development to retailing should reflect corporate philosophy and a consistent brand image. This research addresses zoning within domestic retail shops using data collected from Korean electric home appliances stores. We next focus on the marketing strategies of LG bestshop and analyze their store designs. Finally, we look at 10 selected stores in depth, consider their use of retailing zones, and determine what characteristics and combinations contribute to effective retailing. First, the analysis shows that the AV Zone reflects the living area of Residential Space. The reason for this layout of the store is to make the customers feel like they are at their own living room space as they choose the products. Second, the AV Zone has been separated by having different lighting system installed compared to other surrounding zones.Third, the IT Zone and the AV Zone have been created with similar layout to show connectivity. Fourth, the layouts of the DIOS Zone and the TROMM Zone are in same structure. The reason behind the same structure between the refrigerator and the washing machine zones are to give the notion that the two are of a “bundle” item. Fifth, in the WHISEN Zone, air conditioners, Kimchi refrigerators, and heaters have been placed according to the corresponding season, giving equal importance. Sixth, the general electronics are placed on island units instead of displaying them on mounted shelves. The environment of the electronic appliance stores directly affects the sales performance. Thus, it is important to improve the effectiveness of the layout. In the case of LG bestshop, they have revised the manual of the store layout to stimulate and satisfy customers’ purchase needs. Also, they have strengthened the brand image by establishing a consistent look in all stores throughout Korea. We expect that this study will improve the store environment of the electronic appliance stores throughout Korea and serve as a reference in future studies. |