Abstract
Coffee shops are evolving into spaces that offer diverse experiences for consumers, with coffee acting as a medium. They are simple venues where people can drink coffee and enjoy and share their cultures with each other; moreover, coffee shops capture the consumers’ complex individuality and values. Considering this trend, it is worth looking at the coffee shop in connection with spatial design marketing, as a place that has endless potential to effectively express the needs of modern consumers through spatial identity and story. Accordingly, this study is focused on global coffee franchises because a single brand can control factors other than spatial design, such as coffee price, quality, brand identity, and service. This study looks at global coffee franchises from the spatial design marketing perspective, to examine the value and importance of a space as not only one of the elements of spatial design, but also as a marketing agent. To this end, spatial design marketing will be presented for Starbucks and Blue Bottle, which are the front-runners of the global coffee franchise sector. This study also explores the meaning of directional space, within the global coffee franchises, a meaning that will be transformative in the future. This study is significant in that it derived three spatial marketing characteristics and six strategies that can enhance the spatial value of coffee shops and the experiential value of consumers. This was accomplished through an approach focused on Starbucks and Blue Bottle, the most representative global coffee franchises. Moreover, the presented spatial design marketing strategies are not only applicable to coffee franchises but also to various commercial spatial design fields, and are expected to be used as a business methodology that can satisfy the needs of modern consumers and increase the unique value of their brand.
Highlights
Introduction published maps and institutional affilWith the development of information and communication along with the popularization of smartphones, the online realm has become stronger, while the influence of offline space has gradually decreased
This study analyzed prior studies to identify the characteristics of modern consumers and the elements of spatial design marketing. This was based upon certain characteristics of spatial design marketing and strategies that are presented to support the logic of the research method. By connecting this with analyzing the spatial design marketing strategies of Starbucks and Blue Bottle, representing the “second wave” and “third wave of coffee”—a term established by Trish Rothgeb in the November 2002 newsletter of the Specialty Coffee Association of America (SCAA)’s Roaster’s Guild—that place brand value in the space, this study aimed to identify in detail what content is used to induce a positive consumer experience
Spatial design marketing to reflect the diverse individualities and values of the consumers is a very important branding strategy for global enterprises. It has greater growth potential for coffee shops that provide a variety of cultural experience content, using coffee as a medium
Summary
Spatial design marketing is a combination of marketing and the presentation of tangible and intangible spaces that inevitably provide an experience for customers, and mainly aims for cultural sensibility or background as follows Table 1. This study analyzed experience marketing as an approach or problem-solving process, in terms of marketing that is inferred from a combination of terms of space and marketing and presupposes a space of analogy and intangible space
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
