Physical stores are significant contact points for customers to have unique shopping experience with hedonic values (Hirschman and Holbrook, 1982). The value is becoming even more important as a differentiating factor for companies in the digital era when e-commerce is dramatically expanding and growing (Kotler, Kartajaya, and Setiawan, 2017). In order to deepen our understanding on online for offline (O4O) shopping experience, we focus on Visual Merchandizing Design (VMD) as one of the key factors to differentiate physical stores from e-commerce. VMD has a long history since 18th century VMD and has been extensively researched in various ways, but no study has been done in the setting of online for offline (O4O). VMD is defined as an art of displaying the things in a manner to attract the attention of the customer and persuade them to buy the product (Kerfoot, Davies, and Ward, 2003; Krishnakumar, 2014). In the VMD's extant research, many suggest the importance of VMD from the viewpoint of experiential marketing. It has been discussed that VMD is an effective way to impress consumers with company brands (e.g., Kim and Kim, 2011; Park and Jeon, 2004 Sun and Lee, 2017). In order to analyze the effectiveness of VMD, we use the three elements commonly used in practice that include Visual Presentation (VP), Point of Sales Presentation (PP), and Item Presentation (IP). The role of Visual Presentation (VP) is to invite customers from outside to inside of the store. When a customer enters the store, it is expected to encourage customers to stay longer to look around through PP (Point of sales Presentation). Finally, attractive Item Presentation (IP) on the shelves or hangers encourages customers to purchase products. We combine this VP-PP-IP framework of VMD with New AIDA model proposed by Iwamoto, Kawakami and Suzuki (2016). New AIDA model is a revised version of AIDMA that incorporates online related factors such as search, keep and share. Using this framework, we conducted three case studies on JINS BRAIN Lab by JINS Inc. in Japan, LAB101 in South Korea and On and the Beauty by Lotte Shopping in South Korea. We visited the store to observe how these companies realize the elements of VMD (VP-PP-IP) at each store. The results suggest that, for the better O4O experience to shop at a physical store looking at a mobile device, companies need to design the store from VMD point of view in addition to data-driven or artificial intelligence supported merchandizing. Physical stores with better VMD also play a significant role for generating word-of-mouth for engaging other customers.

최근 농촌 인구의 감소 및 고령화현상, 도농소득격차의 심화로 농촌의 부정적 상황이 지속되고 있으며 농업부가가치 및 농 가 소득이 정체되는 것을 타파하기 위해 농업 6차산업에 대한 필요성을 느끼게 되었다. 농업 6차산업의 활성화를 추진하고 이에 대한 발전전략 연구를 위해서 농업 6차 산업의 개념과 의미를 정의하고 농촌의 현실을 객관적으로 판단하기 위한 농 촌산업의 동향을 살펴보았다. 특히, 일본의 성공적인 6차 산업의 현황과 포장디자인의 사례를 분석한 후 농촌산업의 활성 화를 위한 6차산업 발전 전략을 제안하고자 한다. 농업 6차산업의 기대효과는 농업의 고부가가치화, 농가소득 증대, 농촌경 제 활성화를 위한 6차산업화와 농촌산업화 전략이다. 이를 위해 체계적인 방안을 모색하여 농산물 생산뿐만 아니라 가공, 제조, 체험, 관광, 숙박, 농가레스토랑, 판매 등 모든 분야가 융.복합적으로 발전할 수 있는 연구를 지속적으로 진행하고자 한다. 특히 상품판매를 위한 포장디자인은 농산물 소비량 증대와 농촌경제를 성장시키는 중요한 역할을 하므로 이에 대한 전략 방안을 제시하였다.