The characteristics of VMD and experiential design space of three domestic distribution companies’ complex shopping malls - Focusing on Premium Outlet Cases -

Recently, the consumer market is moving between online and offline, and the scope of consumption is becoming ambiguous. The three domestic department stores are trying to overcome difficulties through the premium outlet market as they have reached the limit of growth in their existing business models. Accordingly, they are competitively opening stores, and this study aims to examine the characteristics and importance of VMD activities and experience design through the correlation. The research method is to select premium outlets directly managed by three domestic department stores. Through case analysis, the correlation between VMD and experience design in the sales space and its importance are examined. An evaluation model for case analysis, that is, a case analysis table, is created and analyzed from a space marketing perspective. Then, the characteristics and importance are organized according to the results of qualitative and quantitative evaluation techniques and diagram analysis. The results of the case study are as follows. First, the VMD spatial components were confirmed to have high importance in the order of VP zone, EP zone, HS zone, PP zone, FP zone, and IP zone according to their weights. In addition, the experience design spatial components were found to have high importance in the order of spatial environment, communication and joint branding, product appearance and human factors, and visual and verbal identity. Specifically, the component items of ‘VP zone’ and ‘spatial environment’ had relatively high weights. This highlights the importance of systematic VMD operation and sales space based on customer experience. As a result, in order to implement experiential marketing in the sales space, strategic thinking on VMD activities based on customer experience is necessary. In other words, the focus should be on the overall experience at all touchpoints, and the desired goal should be achieved through systematic VMD activities and operations.