A Study on Phygital Retail Store for Create Customer Experience Space - focused on flagship store cases -
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Nowadays, digital technology continues to develop by leaps and bounds. Since then, the human lifestyle has changed, affecting consumer behavior to become more into online purchasing. But interestingly, offline stores have strength to offer real shopping experience. As a result, some flagship stores have been developed to suit the new approach. Aiming to maximize the customer experience while proving the best service, digital media technology is bringing into the new stores. Variety forms of digital media content are used to draw customer attention to buy the products by using a strategy called ‘Phygital Store’ – a combination of physical and digital within the store. This paper answers the questions of how experiential space was created and how can phygital retail become more effectively attract customer attention and create new customer experiences. By study the relationship between digital media & customer experience then use them to create and understand the experiential space in the phygital retail store. The research method reviewed based on retail store concept, digital media usage, and brand and customer experience theory in order to study the factors creating a phygital customer experience. The finding factors will be developed in an experiential space model and applied the characteristics to the phygital retail store, analyzed from the four selected case studies. In conclusion, the characteristics of the experiential space in the phygital retail store are Extensive, Changeable, Interactive, and Immersive. These will be shown through store decoration, advertisement, event creation, and the product itself. Through this study, applying the phygital concept to a retail store will provide an extraordinary experience to the customers, at the same time turning the in-store area into a multi-dimensional space. Thus, the new phygital store will make a big difference to the standard physical store.
Abstract
Nowadays, digital technology continues to develop by leaps and bounds. Since then, the human lifestyle has changed, affecting consumer behavior to become more into online purchasing. But interestingly, offline stores have strength to offer real shopping experience. As a result, some flagship stores have been developed to suit the new approach. Aiming to maximize the customer experience while proving the best service, digital media technology is bringing into the new stores. Variety forms of digital media content are used to draw customer attention to buy the products by using a strategy called ‘Phygital Store’ – a combination of physical and digital within the store. This paper answers the questions of how experiential space was created and how can phygital retail become more effectively attract customer attention and create new customer experiences. By study the relationship between digital media & customer experience then use them to create and understand the experiential space in the phygital retail store. The research method reviewed based on retail store concept, digital media usage, and brand and customer experience theory in order to study the factors creating a phygital customer experience. The finding factors will be developed in an experiential space model and applied the characteristics to the phygital retail store, analyzed from the four selected case studies. In conclusion, the characteristics of the experiential space in the phygital retail store are Extensive, Changeable, Interactive, and Immersive. These will be shown through store decoration, advertisement, event creation, and the product itself. Through this study, applying the phygital concept to a retail store will provide an extraordinary experience to the customers, at the same time turning the in-store area into a multi-dimensional space. Thus, the new phygital store will make a big difference to the standard physical store.
참고문헌 (20)
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