Abstract
This study presents a framework for analyzing the interaction between spatial elements and experiential factors in O4O (Online for Offline) flagship stores. O4O services offer differentiated consumer experiences in offline stores, leveraging technology and data from online platforms. Flagship stores are key spaces for implementing these services. The study defines the spatial components of a flagship store as external space, exhibition and sales space, experience space, brand image space, and rest space, and systematically analyzes their impact on consumer experience and brand loyalty. The research reviews existing studies on O4O services, experiential marketing, and flagship store design, proposing a case analysis framework using text mining techniques, such as sentiment analysis, keyword analysis, and network analysis. It also evaluates spatial elements based on a five-level importance scale to generate data for flagship store design. Data from consumer reviews on Naver Blogs from the past three years (January 1, 2021 – January 1, 2024) is used, focusing on notable changes in consumer experience post-COVID-19. The study aims to understand the interaction between spatial elements and consumer experience in flagship stores, propose strategies for effective O4O service implementation, and provide insights for improving spatial design. The findings offer practical guidelines for brands to optimize consumer experiences, enhance brand loyalty, and maximize brand value.
Presenters
Lee JinjuStudent, Master's Program, Dongseo University, Busan Gwang'yeogsi [Pusan-Kwangyokshi], South Korea Kwanseon Hong
Professor, Design Department, Dongseo University, Busan Gwang'yeogsi [Pusan-Kwangyokshi], South Korea
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Architectonic, Spatial, and Environmental Design
KEYWORDS
Flagship store, Experiential marketing, Spatial experience, O4O service
