Hanssem Launches Store and Exhibition Innovations to 'Connect' with Millennial Customers

Continuing Innovation in Four Areas: Trend, Store, Channel, and Brand to Strengthen Competitiveness

Kim Yoon-hee, Head of R&D at Hanssem, is delivering the opening remarks at the creative event.
[Photo by Hanssem]

[Asia Economy Reporter Kim Jong-hwa] Comprehensive home interior specialist company Hanssem Co., Ltd. has unveiled its blueprint for store display innovation and online-offline synergy strategies.

Hanssem announced on the 1st that it held 'Creative Day' on the 31st of last month. The event was conducted under the theme of 'Connecting with Millennial Generation Customers.' At this event, Hanssem presented innovative strategies in four areas: ▲Trend ▲Store ▲Channel ▲Brand.

On this day, Hanssem set the trend-leading millennial generation as its core target. This group is more sensitive to trends than any other generation. They also have a high demand for differentiated shopping experiences. Accordingly, Hanssem collaborated with architectural design specialist company Archimosphere to propose a store display strategy that maintains brand tradition while flexibly responding to trends. This is to attract trend-leading customers as loyal customers.

Hanssem’s store renewal is being carried out under the concept of a 'special store' that provides a 'pleasant customer experience' by utilizing digital technology. First, living rooms, bedrooms, and studies will be displayed as pairing zones that strengthen design elements centered on customers’ lifestyle preferences. Categories requiring specialized consultation tailored to the space, such as storage and children’s rooms, will be newly renovated into tasting zones specialized for experience, consultation, and design. The plan is to present themes according to customer preferences rather than focusing on product quantity. Furthermore, Hanssem plans to expand customized stores differentiated by region and commercial district instead of standardized stores.

The home remodeling store display configuration will also change to be more customer-friendly. Model homes will be transformed into real-time experience spaces with digital art applied. Hanssem’s digital capabilities, such as its proprietary 3D design program Home Planner, will be consolidated. This means the stores will transform into places where customers can experience everything about interior design beyond just shopping. Starting with the Munjeong branch opening in the first half of next year, Hanssem plans to expand home remodeling specialty stores applying the new display configuration.

These stores will be organically linked with the integrated platform of Hanssem Mall and Hanssem.com, launching next year. The Hanssem integrated platform will be developed as an information exploration channel with over 20,000 home remodeling contents, naturally guiding customers’ entry. In the subsequent processes of design, estimation, and construction management, collaboration between the platform and offline stores will continue. Through this, differentiated experiences encompassing both online and offline will be offered, expanding customer touchpoints.

Additionally, Hanssem will accelerate brand strengthening. Earlier, at the end of last month, Hanssem enhanced brand communication through the mattress brand Four Seasons’ brand message 'Bed Fatigue.' This was an attempt to raise awareness of Hanssem by expanding consumer perception in the distinctly branded bed market. Following this, from the fourth quarter, Hanssem will also carry out branding work for the home remodeling business. The strategy is to imprint Hanssem’s unique brand identity (BI), which has expertise in both home furnishing and home remodeling, to form passionate fans.

Kim Yoon-hee, head of Hanssem’s R&D division, said, "We will strive to present online-offline experiences that naturally connect consumers and Hanssem and provide positive experiences through the renewed Hanssem."

Hanssem CEO Kim Jin-tae emphasized, "Going forward, Hanssem must develop into a company that provides and explains the information customers want through various means," adding, "We will continue investing based on a long-term strategy to build a brand that customers trust and feel favorable toward rather than focusing on short-term performance."

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