[Book Sip] The Secret of the ‘Persona Space’ That Attracts Crowds... ‘The Hyundai Seoul Insight’

Some sentences encapsulate the entire content of the book itself, while others instantly reach the reader's heart, creating a connection with the book. We introduce such meaningful sentences excerpted from the book. - Editor's note

In February last year, when the offline market was severely contracted due to the spread of COVID-19, The Hyundai Seoul opened in Yeouido, known as a desert for department stores, without the three major luxury brands including Louis Vuitton. Although it was difficult to predict its success at the time, it recorded sales of 100 billion KRW within a month and 663.7 billion KRW for the year. The author names the strategy of maximizing customer experience by leveraging the strengths of offline as the 'Persona Space.' It is about customers directly experiencing and empathizing with the intangible value that space provides, increasing loyalty and naturally leading to consumption. The author analyzes the factors behind this success.

This book is not just for department store or distribution industry workers. It is a book about the wisdom to survive in this era of upheaval, where the world changes overnight. In other words, it is a book about strategies for everyone who must respond to the era of hybrid channels where the distinction between online and offline becomes meaningless. Even if you are not a large company with capital, or even if you are not in the distribution industry, if you are someone who contemplates how to utilize space and how to harmonize contactless and contact interactions in the post-COVID era, this book seeks to find the answers you are looking for together.

<12 pages>

It is often said, "Nike's competitor is not Adidas but Nintendo." This means that Nike does not have to compete with Adidas in the sneaker market but must compete with Nintendo for teenagers' leisure time. In this case, Nike becomes not just a sportswear company but a company responsible for teenagers' leisure. Similarly, brands no longer define their identity by their business type. The food industry aims for consumers' healthy lives, and the bedding industry advocates services that care for consumers' daily lives through sleep. <181 pages>

Is offline retail in crisis? Only spaces that simply display 100 kinds of products like in the past are in crisis. The essential joy of shopping?seeing products with your own eyes and feeling them with your hands?will not disappear. Retail tech will be the key to future distribution to captivate consumers who are always seeking new shopping pleasures. <233 pages>

The Hyundai Seoul Insight | Written by Kim Nando and 3 others | Dasan Books | 276 pages | 18,000 KRW

This content was produced with the assistance of AI translation services.