| Title |
Customer Experience in Emotional Design and Characteristics of VMD Spaces |
| DOI |
https://doi.org/10.14774/JKIID.2026.35.4.142 |
| Keywords |
Complex Cultural; Shopping Space; Emotional Design; Visual Merchandising; Space Marketing |
| Abstract |
The current consumer market is often referred to as the era of “VUCA.” Consumers, weary of contactless shopping, are returning to brick-and-mortar stores, driving a steady upward trend. In response, the three major domestic department store chains are steadily accelerating their efforts to expand their market presence and enhance their competitiveness, with a particular focus on the MZ generation. This study aims to examine the correlation between emotional design and VMD activities. The research method involves selecting shopping spaces in the Suwon commercial district where Lotte and Shinsegae?the two giants of the domestic retail industry?compete as case studies. Through case analysis, we examine the correlation between emotional design and VMD. We develop an evaluation model and analyze the cases from an integrated marketing perspective. The case analysis combines qualitative and quantitative evaluation techniques with diagram analysis. We then summarize the characteristics and importance based on the results. The results of the case analysis are as follows. First, among the spatial components of emotional design, the order of importance was sensory experience, conditioned spatial experience, scenography and continuity, symbolism and benefits, and de-scaling. Among the spatial components of VMD, the order of importance was EP Zone, VP Zone, HS Zone, PP Zone, and IP Zone. In other words, the components “sensory experience” and “EP Zone” were found to have relatively high weightings. This implies that they should be prioritized when implementing strategic VMD operations based on customer sentiment in mixed-use cultural shopping spaces.
Consequently, strategic thinking regarding VMD activities based on customer sentiment is necessary at every touchpoint within mixed-use cultural spaces. Furthermore, the intended objectives must be achieved through systematic operations based on this approach. |