在实体零售空间中,将邻域作为体验式品牌设计的工具进行研究

IF 0.4 0 HUMANITIES, MULTIDISCIPLINARY Luxury-History Culture Consumption Pub Date : 2023-09-01 DOI:10.1386/ipol_00023_1
Beatriz Itzel Cruz Megchun
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引用次数: 0

摘要

豪华咖啡店要想为顾客创造积极而难忘的品牌体验,就必须在整个消费过程中精心设计、管理和维护自己的品牌形象。商店环境起着突出的作用,因为它强烈地影响着顾客对品牌的认知。社会氛围和员工互动等因素有助于定义和代表客户的品牌身份。因此,咖啡店必须考虑顾客的文化身份,以确保他们的体验与社会文化背景相关。通过整合设计、品牌、人体测量学和邻近学,决策者可以创造个性化的体验,在身体、情感、认知和文化层面吸引客户。本研究的重点是在多元文化空间中运用近体学设计豪华咖啡店体验。我们提出了一个工具来收集数据的任务模式,任务的区别和用户的偏好在咖啡店。该工具由三个部分组成,收集有关近距离行为、近距离感知(文化)和近距离反思的数据。我们使用了一个案例研究来展示近义词和近义词行为在改善人、物体和空间之间的互动方面的相关性。该工具提供了记录用户在零售空间的品牌体验和旅程中难以察觉和无形的邻近因素的可能性。它还提供数据,以提高不同接触点的用户参与度,如零售空间、产品设计和身份设计。近距离行为在处理与个人之间空间距离有关的人际关系情境的文化、行为和社会学方面具有相关性。这些发现表明,邻近学在促进体验空间以人为本的设计方面具有相关性。最终,这项工作旨在扩展现有的工具和方法,以改善体验经济中基于服务的行业的用户体验。
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Examining proxemic as an instrument for experiential brand design in physical retail spaces
For luxury coffee shops to create positive and memorable brand experiences for their customers, they must carefully design, manage and maintain their brand image throughout the entire consumer journey. The store environment plays a prominent role because it strongly influences customers’ perceptions of the brand. Factors such as the social atmosphere and employee interactions contribute to defining and representing the brand identity to customers. Therefore, coffee shops must consider customers’ cultural identities to ensure their experiences are relevant to the sociocultural context. By integrating design, branding, anthropometry and proxemics, decision-makers can create personalized experiences that engage customers on physical, emotional, cognitive and cultural levels. This research focuses on using proxemics to design luxury coffee shop experiences in multicultural spaces. We propose an instrument to collect data on task patterns, task distinctions and user preferences in coffee shops. The tool consists of three sections that collect data on proxemic behaviour, proxemic perceptions (cultural) and proxemic reflections. We used a case study to exhibit the relevance of proxemics and proxemic behaviour in improving the interaction between person, object and space. The instrument offers the possibility to document proxemic factors that are imperceptible and intangible in the users’ brand experience and journey in a retail space. It also provides data to increase user engagement with different touchpoints, such as retail space, product design and identity design. Proxemic behaviour is relevant in addressing cultural, behavioural and sociological aspects of interpersonal situations related to spatial distance between individuals. These findings suggest the relevance of proxemics in promoting human-centred design in experiential spaces. Ultimately, the work aims to expand the available instruments and methods for improving user experiences in service-based industries within the experience economy.
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来源期刊
Luxury-History Culture Consumption
Luxury-History Culture Consumption HUMANITIES, MULTIDISCIPLINARY-
自引率
50.00%
发文量
5
期刊最新文献
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