‘Creative Day’ drives innovation across four areas—trends, stores, channels and brands—to strengthen competitiveness
Hanssem Co., Ltd., a comprehensive home interior specialist, has unveiled its blueprint for store display innovations and an online-offline synergy strategy.
Hanssem announced that it held its ‘Creative Day’ on August 31. The event was conducted under the theme of ‘Connecting with Millennial Generation Customers.’ At the event, Hanssem presented innovation strategies across four areas: △trends △stores △channels △brands.
On the day, Hanssem set the trend-leading millennial generation as its core target. This group responds more sensitively to trends than any other generation. They also have a strong desire for differentiated shopping experiences. Accordingly, Hanssem collaborated with architectural design specialist ‘Archimosphere’ to present a store display strategy that maintains the brand’s heritage while responding flexibly to trends. The aim is to draw in trend-leading customers as ‘loyal customers.’
Hanssem’s store renewal is being carried out under the concept of a ‘special store’ that delivers an ‘enjoyable customer experience’ by leveraging digital technology. First, spaces such as living rooms, bedrooms and studies will be displayed as ‘pairing zones’ that reinforce design elements centered on lifestyles tailored to customers’ tastes. Categories that require specialized consultation suited to the space, such as storage and children’s rooms, will be renewed as ‘tasting zones’ specialized in experience, consultation and design. The concept is to present ‘themes’ based on customers’ tastes rather than focusing on the sheer quantity of products. Furthermore, instead of standardized stores, Hanssem plans to expand customized stores differentiated according to region and commercial district.
The display composition of home remodeling stores is also being changed to be customer-friendly. Model houses will be transformed into real-time experiential spaces incorporating digital art. Hanssem’s digital capabilities, such as its proprietary 3D design program ‘Home Planner,’ will also be brought together in one place. In effect, the stores will be transformed into venues where customers can experience everything about interior design, beyond just shopping. Starting with its ‘Munjeong branch,’ which will open in the first half of next year, Hanssem plans to expand home remodeling specialty stores that apply the new display composition.
These stores will be organically integrated with the Hanssem Mall–Hanssem.com combined platform to be launched next year. Hanssem’s integrated platform will be developed as an ‘information search’ channel equipped with more than 20,000 pieces of home remodeling content, inducing customers to enter naturally. In the subsequent processes of design, estimation and construction management, the platform and offline stores will work in tandem. Through this, Hanssem plans to deliver a differentiated experience spanning both online and offline and to expand its points of contact with customers.
In addition, Hanssem plans to accelerate its brand-strengthening efforts. Previously, at the end of last month, Hanssem set out to strengthen brand communication through ‘bed fatigue,’ the brand message of its mattress brand ‘4Season.’ This is an attempt to broaden consumer awareness in the bed market, where branding is pronounced, and to renew interest in Hanssem. Hanssem will also carry out branding work for its home remodeling business starting in the fourth quarter. The strategy is to imprint Hanssem’s unique brand identity (BI)—expert in both home furnishing and home remodeling—to build a ‘fandom.’
Kim Yun-hee, head of Hanssem’s R&D Division, said, “Millennials and Generation Z, who are accustomed to using digital devices, are driving the digitalization of retail, but they also have a high need for differentiated offline spaces, so the importance of ‘Phygital (Physical+Digital)’ capabilities is growing ever greater.” She added, “We will strive to present online-offline experiences that naturally connect consumers with Hanssem and deliver positive experiences through a renewed Hanssem.”
Kim Jin-tae, CEO of Hanssem, emphasized, “Going forward, Hanssem must develop into a company that provides and explains the information customers want through various means,” and “Beyond simply giving customers a positive image, we must approach from the customer’s perspective and realize a seamless customer experience across both online and offline.” He added, “We will continue to invest based on a long-term strategy of building a brand that customers trust and feel affection for, rather than pursuing short-term results.”