북 스토어 판매 공간 경험디자인(SSED) 특성 사례 연구

Abstract

The recent consumption environment focuses on spatial marketing based on customer sensibility and experience and aims to approach consumers. Consumer confidence will pick up gently after the difficult situation of the pandemic. Thus, in the sales space, companies need strategies to build a new sales environment. This study focuses on the so-called sales space experience design and examines its importance according to its correlation with experience marketing. The research method finds examples of spaces for book sales based on experience design and spatial marketing for various promotions. We look at the book store as a cultural space based on book sales from a marketing perspective. In particular, we find and analyze the case from the perspective of Sales Space Experience Design (SSED) in the sales exhibition space of the book store. We then investigate its characteristics and importance with qualitative and quantitative evaluation of cases and diagram analysis. The results of the case analysis are as follows: First of all, in terms of components of empirical design, the characteristics of the elements were high in the order of sensory stimulation, interaction, informational and dynamic, non-daily, and associative. And the components of hands-on marketing were high in order of complex, behavioral, sensory, cognitive, emotional and relational factors. This shows that experience design based on consumer sensibility and experience needs to be re-aware of the importance of correlation between sensory stimulation in the store space and complex factors that include various elements of experience. As such, it is necessary to look into the complex components based on consumer experience and experience from an empirical design perspective in the sales space.