| 요약2 |
As the lifestyle of modern people changes, consumers pursue well-being life and they are generous in spending money on beauty and health. Since consumers look for space with convenience and easy accessibility, they like living-integrated store, where one-stop shopping of buying various products at one place is possible. As consumers get variety of information through Internet and SNS, they become more sensitive to trend and want to access to popular products as early as possible. They also want various experiences by enjoying the purchasing process. Recently, the stimulation limit value on company marketing activities of consumers also increased and they want more satisfaction by experiencing. They also want more experience in accordance with fast-changing trend. Accordingly, the recent trend is customer-focused experience marketing giving positive awareness to consumers, whose consumer sentiment has shrunk by economic crisis. Meanwhile, drugstore is rapidly growing as a distribution market applied of experience marketing by reflecting the new lifestyle of consumers. Therefore, this study creates a checklist on experience marketing application by investigating the spatial composition of drugstores and analyzing it by the five types in the Strategic Experiential Modules of Bernd H. Schimitt, which are Sense, Feel, Think, Act and Relate. The purpose of this study is suggesting an application direction of experience marketing for drugstore for revenue increase by case analysis on drugstore. |