Experience Prior to Purchase

The number of experience-oriented showrooms has been increasing recently.

It is known as corporations' new marketing strategy to engage customers and create emotional attachment to their products, which eventually leads to purchases.

With the outer walls finished with concrete and rebars, it is hard to see inside this building from the outside.

It seems like a luxurious café or a modern art gallery due to its mysterious atmosphere. Yet, it is an automobile exhibition center.

Customers are allowed to ride all the "Genesis" sedans, well known as Hyundai Motor's deluxe car brand, and they can check the virtual image display for the vehicles coated with the colors they want.

[Han Ah-Reum, manager, Hyundai Motor]
"We've applied a strategy of making customers have differentiated experiences of the brand so that they can feel the philosophy and essence of 'Genesis' even in the purchase decision process."

A home appliances manufacturer allows customers to use its products at the showroom.

Consumers are given some opportunities to whip up simple dishes by using its products.

The new strategy has been well received by consumers since it provides them with a chance to thoroughly examine the products.

[Han Eun-Bi/ Customer]
"I'd like to buy these products because I feel reliable after using them."

Experiential marketing, also known as engagement marketing, appears to be a trend these days as it engages consumers and encourages them to join a brand experience which would lead to purchases.

Many corporations are seen believing that capturing consumer's loyalty will drive a long-term growth of their business.