NH투자증권의 체험형 팝업스토어 브랜드 경험 연구

Recently, the number of experiential specialized stores that provide differentiated brand experiences is increasing due to the consumption culture that values experience rather than ownership. As consumers' needs increase due to the development of science and technology, it is necessary to stimulate their senses and provide new consumption experiences. This study selected NH Super Stock Market as an example of providing a differentiated brand experience and conducted in-depth interview with visitors in their 20s~30s. As a result of the study, NH Super Stock Market took advantage of the spatial characteristics of the pop-up store to break away from new experiences and the aging image of the existing Nong-Hyup in a short period of time and gave a novel brand perception. By providing the design elements of the pop-up store and unique content, five experience elements were evenly distributed and formed overall. As a result, it was derived that it was an effective example that increased access to stock investment and reflected the culture and style of people in their 20~30s. Based on this study, it is expected that if brands in various industries utilize the five factors of Strategic Experiential Modules(SEMs) as differentiated marketing strategies, they will provide consumers with positive feelings and feelings for a specific brand.