"When you express your feelings to someone,
if you think about the most comfortable way from your point of view,
you might think that there will be more room for your opponent at that point."
I went to the Seoul Living Fair last weekend and decided that the theme of today's 5 minute challenge was comfort. There are a lot of elements to feel at ease, First of all, I thought about space and service. I thought it was very important to have comfort in the on-line shop and the Jeonju Hanok space. So I went to see the whole fair from the perspective of consumers.
The first point of view is that do I want to stay in this space? The living trend of 2019 is called a hotel. It is the desire to enjoy luxury and personal relaxation with the YOLO trend which indicates enjoying the present life. There are various concepts such as hotels and ho-kang-seu. So, the concept of hotel was prominent in this living fair. The trendy and colorful composition has attracted many people's attention. A lot of people gathered to take pictures.
One booth was a space for selling textiles. It was a place where we could clearly see the brand's material at a glance by showing the sack containing the material of the product. The textile hanging there lead the customers to touch and feel the softness. Of course it is hard to compare furniture company who has to propose trend with textile companies who has to make people feel comfort and warmth. However, I focused on how much I wanted to stay there, not just stopping by because of attraction. But when people stay there and think of the space, consumption is occurred from that point and the perception of the brand is made.
Secondly, in the field of service, there are comfort in guidance and packaging.
Usually I enjoy the smell of cypress, so in a shop called hinokkilab, I bought an aroma spray product. The product was quite expensive so I expected the packaging to be good. But as I was purchasing the product, I realized that I wasn’t recognizing the price. And I was disappointed as a consumer because the product didn’t have a nice package. It was handed to me in a shopping bag with some brochure. A small service and effort becomes an impression to consumers and this leads to loyalty to the brand.
Thirdly, there is a trusty comfort that comes from the relationship between workers and the brand.
Among several booths, there was one brand that was interesting. All the employees there were wearing one colored clothes and greeting people with a smile. At first glance, I could see the employees were doing their best and they had pro-consciousness about their brand. Even though the product is superb, eventually it is human who sells the product. The attitude of the employees accumulates and conveys the overall feeling of making people perceive the brand. When it comes to defining the comfort that consumers feel, I consider if there is the intervention of consumers. When there is consideration inside service, the flow, display, guidance and packaging, people then feel comfortable and come inside the space.
If you look at comfort from the management perspective once more, Michael Porter, a professor at Harvard Business School, said that customers feel comfortable when they can minimize energy and maximize their purchases. In the end, understanding what the customer is satisfied with and taking care of the customer to minimize energy can lead to customer’s comfort.
I think that various brands that we met at Living Fair will surely have a heart for our customers. But if we are sincere, it depends on what we express. I thought that the degree to which the person feels comfortable with the expression is different. When we express our feelings to someone, what if we think of the most comfortable way in terms of the other person? I think we will have a wider mind towards the other person from that point.’