Title Study on the Relationship between VMD, Spatial Configuration, and Behavior for VMD Strategy
Authors 김인숙(Kim, In-Sook) ; 김영욱(Kim, Young-Ook)
DOI https://doi.org/10.5659/JAIK.2020.36.12.61
Page pp.61-68
ISSN 2733-6247
Keywords Visual Merchandising; Spatial Configuration; Users' Behavior; Merchandise Presentation; Space Syntax; Retail Store
Abstract VMD is a marketing strategy at the final stage that adjusts the level of visual product planning so that all corporate activities are visible in a physical space, and it requires quantitative and objective establishment. Unlike other channels of marketing communication, however, there is no objective criterion for controlling visual product planning when deciding in-store merchandising according to VMD. In order to establish a VMD strategy, it is important to fundamentally clarify the interrelationships of the properties of products and space, and responses of customers. Therefore, the purpose of this study is to determine the level of VMD strategy by verifying the efficiency of merchandise presentation(MP), an implementation method of image-centered and product-centered VMD through the interrelationship between spatial configuration and behavior. This study is consists of three subdivisions. First, the VMD strategy of the target fashion retail store is analyzed by dividing it into VP(visual presentation), PP(point of sale presentation), and IP(Item Presentation) based on MP. Second, the spatial configuration of the target fashion retail stores is analyzed based on MP. Third, the usage behavior of the target fashion retail space is analyzed based on MP. As these results, the correlation between VMD, spatial configuration, and usage behavior is analyzed. Only significant results based on correlation analysis and regression in identical products and periods in two fashion retail stores are analyzed, and space for recognized images(VP) and sales space(PP, IP) are compared for objectively and quantitatively. As a conclusion, the image recognition space(VP) is more strategically placed than the sales space(PP, IP). The sales space, however, is more attractive to the customers due to the impact on accessibility and visibility in actual utilization. This quantitative analysis can be the basis for the spatial planning of the VMD strategy of fashion retail stores. It will enable a retail shopping environment in line with changes in the market by presenting the basis for the efficiency of the VMD strategy in fashion retail.