| abstract |
| Background In the local retail market, online shopping has been growing at a faster pace than other media outlets such as retail giants Mart and department stores, and its share of sales has also been expanding rapidly. In particular, the online shopping market in Korea is expected to open the era of 6 trillion won in 2019 this year, keeping pace with the diversification of life and urbanization with the innovative service of the courier system such as same-day or next-day delivery. With the growth of the online shopping market, the emergence of a new type of distribution that expands the existing courier market further, such as the early morning delivery, has been continuously expanding with great public response, which is closely related to the growth of the delivery market every year.
Method Consider new distribution trends, propose new brand identity elements that accord with new distribution in Acker's brand identity system, and derive customer experience(UX) factors from the experience design perspective through customer participation itinerary, which is the standard of customer experience. We tried to study empirical analysis.
Result In recent years, as consumers seeking quality of service are buying instant or fresh products online, the early morning delivery industry is expected to continue to grow, and distribution services by companies that link extended brand identity with customer experience can predict a fresh approach to consumers with confidence.
Conclusion Distinctive services of distribution companies with new distribution channels, such as early-morning delivery, will create a desire for consumption by generating fun and excitement for buyers. Also, if the brand's unique identity is created from a customer experience perspective, not from a moment of fad, it can evolve into a new corporate strategy that seeks new strategies and value for local shipper products in fierce competition. |
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| Key Words |
| 신유통, 브랜드 아이덴티티(B.I), 사용자 경험, New Retail, Brand Identity, User Experience |
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