| Title |
Components of VMD and the Characteristics of Experience-Providing Tools |
| DOI |
https://doi.org/10.14774/JKIID.2026.35.5.028 |
| Keywords |
Visual Merchandising; Experience-Providing Tools; Department Store; Sales Space; Space Marketing |
| Abstract |
In recent years, retail spaces have been transforming from traditional sales venues into destination-style shopping destinations and experiential cultural complexes. Accordingly, Korea’s four major department stores are offering unique experiences through the accumulation of sensory and perceptual experiences?which cannot be replicated online?thereby encouraging consumers to spend. This study aims to examine the characteristics of VMD components and means of providing experiences within retail spaces. The research methodology involves selecting major branches of Korea’s “Big 4” department stores as case studies. Through case analysis, the study examines the characteristics of VMD components and means of providing experiences. An evaluation model is developed, and the cases are analyzed from a spatial marketing perspective. The case analysis employs both qualitative and quantitative evaluation techniques, supplemented by diagram analysis. Finally, the study summarizes the characteristics identified from the results and the extent to which they are reflected in practice. The results of the case analysis are as follows. First, among the VMD components, importance was ranked in the following order: experiential value, trendiness, harmony, functionality, and appropriateness. Furthermore, among the means of providing experiences, importance was ranked in the following order: spatial environment, communication, visual and linguistic identity, human elements, and product appearance. In other words, the items “experiential value” and “spatial environment” each received relatively high weightings. This suggests that these key factors should be prioritized when applying VMD based on the customer experience within retail spaces. Consequently, strategic VMD activities grounded in customer emotions and experiences are necessary at every touchpoint within the retail space. Furthermore, the intended objectives must be achieved through efficient operations based on these strategies. |