O2O(Online to Offline) 개념을 도입한 오프라인 매장의 공간 마케팅 특성 연구

Abstract

Wide adoption of Internet and smartphones, the integration of online and offline commerce with many delivery and in-store platforms has appeared. Consumers searched and scanned goods and services through online and finally purchased them in physical stores or vice versa. Due to the mobile payment and ordering, convenient delivery methods to the customer, e-commerce employed the O2O e-commerce as an attractive pattern for appealing to their customers. Offline stores in O2O markets seek various marketing strategies including pop-up store, cultural events and various marketing activities. The purpose of this study is to investigate physical characteristics of offline stores including the similarities and differences compared to the traditional stores, and to analyze type of space provided for customers and experiences modes for goods and services provided in O2O shopping areas. For this study, O2O offline space, Musinsa Terrace, 29cm store, Amore Seongsu, three case sites were analyzed. As a result, three sites all frequently provide space for marketing events, cultural activities for their customer community combining online and offline and held pop-up stores. O2O stores opened a cafe in store space for refreshment and comfortable seating and provide flexible spaces for multiple use of marketing events. For experience marketing, transitional areas and marketing area employ think mode and allow customers to experience their commerce. For the cultural and amenity areas, emotion and think mode are used to evoke the image of the each store and brand.