Promotional Strategies of Local Drugstores

Kim, Seung-Mi,Lee, Sang-Yoon,Kim, Pan-Jin,Kim, Nam-Myun,Youn, Myoung-Kil Korea Distribution Science Association 2010 The Journal of Industrial Distribution & Business( Vol.1 No.1

The retail business of drugstore was introduced to Korea for the first time 10 years ago. Since Olive Young introduced a retail store in the name of drugstore in 1999 for the first time in Korea, new distribution channel combining drugstore, cosmetic products and dairy products, etc has been made. At initial stage, the new distribution channel grew up slowly because of low specialty and economic stagnation. However, the three big distribution channels, that is to say, Olive Young (CJ), Watsons (GS) and W Store (Kolon Well Care), etc, were established to produce new distribution system following large-scaled discount stores as well as convenience stores. The purpose of the study is to investigate ways making Korean style drugstore be new retail business in addition to traditional markets, department stores, E-Mart and other general super markets and to examine problems preventing the drugstore from being promoted and to find out solutions. The speciality retailers that is called a category killer attacking department stores as well as marts is expanding market quickly. New consumption trend that gives priority to wellbeing is being expanded in accordance with high level of standards of living life: The drugstore is thought to be new alternative of distribution because it keeps special products. Young ladies who are main customers of drugstores respond to the trend sensitively to have more buying power that is thought to be promising. And, consumers' desire has become concrete and special. This is because consumers want not only convenient shopping but also special shopping system that is current trend. These days, so called Multi-shop and Total shop and other special shops have been recently opened. Special multi-shop has been concentrated on fashion product and miscellaneous goods so far: Health total wellbeing shop shall be popular in accordance with wellbeing trends. Drugstores can play an important role. Drugstores were opened for the first time ten years ago. In particular, Olive Young succeeded in going into the black after making efforts for a long time by many persons. Drugstores could succeed in the business owing to many persons in the past as well as customers who liked drugstores. However, drugstores once lost ways and recorded poor business results. The three drugstores, that is to say, Olive Young, Watsons making efforts to go into the black and W-Store pursuing traditional drugstore shall compete each other and make effort to satisfy customers' desire. In that way, the three drugstores can be assured of present business as well as future business. The consumers' demand trend has become special at sub-division so that drugstores that can satisfy the demand can succeed in the business. Large businesses may be more interested in the 4th generation retail business to produce good income and to have bright future. Drugstore business and market are likely to expand and develop owing to large business' participation in drugstore business. Drugstores expanded shop at Seoul and Gyeonggi-do until middle of 2000. Drugstore business at station sphere in Seoul and Gyeonggi-do that have high ratio of temporary population has low customer loyalty to have limitation on continuous growth. Since 2009, drugstores have opened new shops at local towns: From the year of 2010, drugstores need to establish multiple shop strategy by accelerating business speed and to allow customers to drop in the shop anywhere in the nation and to enter consumers' life deeply, so that they can strengthen business base definitely. Drugstores need to have price competitiveness to have multiple shop opening strategy and to satisfy consumers and to supply high quality services that is future subject to solve. And, Olive Young and Watsons that are Korean style drugstore need to keep system in order and to strengthen substance as Korean style drugstore and to expand marketing, so that they can get business outcome within 5 years that was done 10 years before

Promotional Strategies of Local Drugstores

Kim, Seung-Mi,Lee, Sang-Yoon,Kim, Pan-Jin,Kim, Nam-Myun,Youn, Myoung-Kil 한국유통과학회 2010 The Journal of Industrial Distribution & Business( Vol.1 No.1

The retail business of drugstore was introduced to Korea for the first time 10 years ago. Since Olive Young introduced a retail store in the name of drugstore in 1999 for the first time in Korea, new distribution channel combining drugstore, cosmetic products and dairy products, etc has been made. At initial stage, the new distribution channel grew up slowly because of low specialty and economic stagnation. However, the three big distribution channels, that is to say, Olive Young (CJ), Watsons (GS) and W Store (Kolon Well Care), etc, were established to produce new distribution system following large-scaled discount stores as well as convenience stores. The purpose of the study is to investigate ways making Korean style drugstore be new retail business in addition to traditional markets, department stores, E-Mart and other general super markets and to examine problems preventing the drugstore from being promoted and to find out solutions. The speciality retailers that is called a category killer attacking department stores as well as marts is expanding market quickly. New consumption trend that gives priority to wellbeing is being expanded in accordance with high level of standards of living life: The drugstore is thought to be new alternative of distribution because it keeps special products. Young ladies who are main customers of drugstores respond to the trend sensitively to have more buying power that is thought to be promising. And, consumers' desire has become concrete and special. This is because consumers want not only convenient shopping but also special shopping system that is current trend. These days, so called Multi-shop and Total shop and other special shops have been recently opened. Special multi-shop has been concentrated on fashion product and miscellaneous goods so far: Health total wellbeing shop shall be popular in accordance with wellbeing trends. Drugstores can play an important role. Drugstores were opened for the first time ten years ago. In particular, Olive Young succeeded in going into the black after making efforts for a long time by many persons. Drugstores could succeed in the business owing to many persons in the past as well as customers who liked drugstores. However, drugstores once lost ways and recorded poor business results. The three drugstores, that is to say, Olive Young, Watsons making efforts to go into the black and W-Store pursuing traditional drugstore shall compete each other and make effort to satisfy customers' desire. In that way, the three drugstores can be assured of present business as well as future business. The consumers' demand trend has become special at sub-division so that drugstores that can satisfy the demand can succeed in the business. Large businesses may be more interested in the 4th generation retail business to produce good income and to have bright future. Drugstore business and market are likely to expand and develop owing to large business' participation in drugstore business. Drugstores expanded shop at Seoul and Gyeonggi-do until middle of 2000. Drugstore business at station sphere in Seoul and Gyeonggi-do that have high ratio of temporary population has low customer loyalty to have limitation on continuous growth. Since 2009, drugstores have opened new shops at local towns: From the year of 2010, drugstores need to establish multiple shop strategy by accelerating business speed and to allow customers to drop in the shop anywhere in the nation and to enter consumers' life deeply, so that they can strengthen business base definitely. Drugstores need to have price competitiveness to have multiple shop opening strategy and to satisfy consumers and to supply high quality services that is future subject to solve. And, Olive Young and Watsons that are Korean style drugstore need to keep system in order and to strengthen substance as Korean style drugstore and to expand marketing, so that they can get business outcome within 5 years that was done 10 years before and they become the 4th generation retail business. The study had difficulties at collecting material from the three drugstore because of poor cooperation. And, the author had great difficulty at collecting statistical material that was made in disorder. Further effort is needed considering such problems.

Promotional Strategies of Local Drugstores

Kim,Seung-Mi,Lee,Sang-Yoon,Kim,Pan-Jin,Kim,Nam-Myun,Youn,Myoung-Kil 한국유통과학회 1999 유통과학연구 Vol.1 No.1

The retail business of drugstore was introduced to Korea for the first time 10 years ago. Since Olive Young introduced a retail store in the name of drugstore in 1999 for the first time in Korea, new distribution channel combining drugstore, cosmetic products and dairy products, etc has been made. At initial stage, the new distribution channel grew up slowly because of low specialty and economic stagnation. However, the three big distribution channels, that is to say, Olive Young (CJ), Watsons (GS) and W Store (Kolon Well Care), etc, were established to produce new distribution system following large-scaled discount stores as well as convenience stores. The purpose of the study is to investigate ways making Korean style drugstore be new retail business in addition to traditional markets, department stores, E-Mart and other general super markets and to examine problems preventing the drugstore from being promoted and to find out solutions. The speciality retailers that is called a category killer attacking department stores as well as marts is expanding market quickly. New consumption trend that gives priority to wellbeing is being expanded in accordance with high level of standards of living life: The drugstore is thought to be new alternative of distribution because it keeps special products. Young ladies who are main customers of drugstores respond to the trend sensitively to have more buying power that is thought to be promising. And, consumers' desire has become concrete and special. This is because consumers want not only convenient shopping but also special shopping system that is current trend. These days, so called Multi-shop and Total shop and other special shops have been recently opened. Special multi-shop has been concentrated on fashion product and miscellaneous goods so far: Health total wellbeing shop shall be popular in accordance with wellbeing trends. Drugstores can play an important role. Drugstores were opened for the first time ten years ago. In

드럭스토어 체험 요인이 매장 방문 경험 만족도에 미치는 영향

이상은 한국피부과학연구원 2018 아시안뷰티화장품학술지 Vol.16 No.2

Purpose: This study investigated the effects of drugstore experience factors on customers’ satisfaction with shop-visit experience, with regard to the environmental stimuli provided by a Korean drugstore, which reflects the changing state of the beauty market. Methods: Convenience sampling was conducted with women in their 20s who had visited drugstores. Cronbach’s α coefficient determined the reliability of their satisfaction. Furthermore, correlation analysis and multiple regression analysis were conducted to investigate the influence of drugstore experience factors on customers’ satisfaction with shop-visit experience. Results: Regarding the correlation between the drugstore experience factors and customers’ satisfaction with their shop-visit experience, the following factors can be ranked in the order of a high correlation: brand act, think, sense, relate, and feel. It was found that the higher the brand act factor, brand sense factor, brand relate factor, and brand think factor, the higher was the customers’ satisfaction level of shopvisit experience. Conclusion: The results of this study suggest that the drugstore experience factors affect customers’ satisfaction with their visits to drugstores and the overall experience factors are important factors in satisfaction. Particularly, act factors had the greatest influence on customers’ satisfaction with their shop-visit experience, which suggests that direct consumer experience would have a greater influence on their purchasing act. 목적: 본 연구는 변화되고 있는 뷰티시장의 형태를 반영한 한국형 드럭스토어가 제공하는 환경적 자극에 대해 실무적 체험요인이매장 방문 경험 만족도에 미치는 영향관계를 규명하고자 한다. 방법: 드럭스토어 방문 경험이 있는 20대 여성을 대상으로 편의 표집하였다. 만족도의 신뢰도는 Cronbach's α 계수로 판단하였고, 드럭스토어 체험요인이 매장 방문 경험 만족도에 미치는 영향을 알아보기 위하여 상관분석과 다중회귀분석을 실시하였다. 결과: 드럭스토어 체험 요인과 매장 방문 경험 만족도와의 상관관계는 브랜드 행동요인, 인지요인, 감각요인, 관계요인, 느낌요인 순으로 높은 상관관계가 있는 것으로 나타났다. 브랜드 행동요인과 브랜드감각요인, 브랜드 관계요인, 브랜드 인지요인이 높을수록 매장 방문 경험 만족도가 높은 것으로 나타났다. 결론: 체험요인이 드럭스토어 방문 경험 만족도에 영향을 미치는 것을 알 수 있으며 총체적인 체험요인이 만족도에 작용하는 중요한 요소임을 시사한다. 특히 행동 요인은 매장 방문 경험 만족도에 영향력이 가장 크게 나타난 것으로 보아 소비자가 직접 체험한 후 구매행동으로 미치는영향이 더욱 클 것으로 사료된다.

체험마케팅을 적용한 드럭스토어의 공간구성에 관한 연구

이경은(Lee, Kyung-Eun),한혜련(Han, Hae-Ryon) 한국실내디자인학회 2013 한국실내디자인학회 학술대회논문집 Vol.2013 No.11

As the lifestyle of modern people changes, consumers pursue well-being life and they are generous in spending money on beauty and health. Since consumers look for space with convenience and easy accessibility, they like living-integrated store, where one-stop shopping of buying various products at one place is possible. As consumers get variety of information through Internet and SNS, they become more sensitive to trend and want to access to popular products as early as possible. They also want various experiences by enjoying the purchasing process. Recently, the stimulation limit value on company marketing activities of consumers also increased and they want more satisfaction by experiencing. They also want more experience in accordance with fast-changing trend. Accordingly, the recent trend is customer-focused experience marketing giving positive awareness to consumers, whose consumer sentiment has shrunk by economic crisis. Meanwhile, drugstore is rapidly growing as a distribution market applied of experience marketing by reflecting the new lifestyle of consumers. Therefore, this study creates a checklist on experience marketing application by investigating the spatial composition of drugstores and analyzing it by the five types in the Strategic Experiential Modules of Bernd H. Schimitt, which are Sense, Feel, Think, Act and Relate. The purpose of this study is suggesting an application direction of experience marketing for drugstore for revenue increase by case analysis on drugstore.

판매촉진을 위한 체험마케팅이 적용된 드럭스토어 공간구성

이경은(Lee, Kyung-Eun),한혜련(Han, Hae-Ryon) 한국실내디자인학회 2014 한국실내디자인학회논문집 Vol.23 No.3

In a rapidly changing market, the companies are applying a variety of elements for promoting sales for the inflow of consumers. For the elements of sales promotion, the tendency to apply the experiential marketing that provides a positive recognition centering on the customers, and in such tendency, the consumers places the values on the experience obtained from the spatial elements of sales promotion provided by the companies. As it is reflected on the life style of consumers, the drugstores applied with the experiential marketing as a mean of sales promotion is rapidly growing in the distribution market. In this study, the elements of sales promotion was picked out and 5 types of experience such as sense, feel, think, act, relate of Bernd H. Schmitt was investigated. The spatial composition of drugstores were classified into destination, assortment, convenience and occasion, and through self experienced visual research, the experiential marketing strategy applied to drugstores and the elements of sales promotion applied with experiential marketing was analyzed. The streets of Hongik University as a strategic point of beauty, by selecting four H&B stores which were recently opened, a future direction is proposed by conducting the case analysis on the elements of sales promotion of drugstores and the spatial composition of drugstores applied with experiential marketing. In conclusion, in overall space, the behavioral experiential elements are weak. The behavioral experiential elements are a marketing that induce the intuitive behavior added with expertise and considered difficult to be maintained. Although the consumers think that the biggest value of drugstores is ‘free and convenient product test’ but in the other hand, they tend to think most positively about the consulting of experts. Therefore, the space emphasized with expertise should be more highlighted but such space should consider the convenience of consumers.

국내 드럭스토어의 현황 및 규제필요성 연구

박선영 (사)한국무역연구원 2014 아시아무역연구 Vol.1 No.1

대형마트와 SSM이 시장포화 및 규제 강화 등의 영향으로 출점이 둔화되는 추세인데 반해 드럭스토어는 CJ, GS, 코오롱, 농심, 이마트, 롯데 등 대기업의 진출로 ‘09년 전체 153개 였던 점포수는 ’14년 7월을 기준으로 669개로 증가하는 빠른 성장세를 보이면서, 일각에서 규제의 필요성을 제기하고 있는 상황이다. 이에, 드럭스토어의 현황과 특성을 파악하고, 규제필요성을 파악하고자 본 연구를 수행하였다. 국내 드럭스토어는 헬스&뷰티스토어와 의약품판매 중심의 드럭스토어를 통틀어 드럭스토어로 총칭하고 있다. 미국·일본과는 다르게 헬스&뷰티스토어의 비중이 현격하게 더 높은 것은 약사법으로 인해 약국이외의 소매점포에서는 일반의약품 판매가 불가능하기 때문이다. 하지만, 일본이 관련법 개정을 통해 헬스&뷰티스토어에서 드럭스토어로 자리잡아온 사실을 기억해야 한다. 드럭스토어의 골목상권침해논란에 관련해서 유통산업발전법의 대상 및 적용 여부를 살펴보면, 드럭스토어는 동법에서 규정하는 대상에 해당되지 않는다. 또한, 드럭스토어는 건강, 미용상품 또는 의약품 등을 전문적으로 취급하는 소매업태로 주요 경쟁상대는 골목상권이 아니라 화장품전문점 및 약국으로 판단되며 출점지역도 주로 번화가, 역세권 등 도시중심지 및 복합 상권 등에 집중되어 있어 골목상권에 미치는 영향이 상대적으로 적다. 따라서, 인구구조 등 사회구조 변화와 소비자 후생 등을 위해서는 드럭스토어 규제에 신중 할 필요가 있다. The market of Drugstore increase rapidly. Several major company enter the drugstore market. Because there is no regulation of open the store. Thus, someone claim necessity of restriction. There is two type of drugstore in domestic market. One is the health&beauty store. They could not sell the medicine and medical supplies. The other one has pharmany in health&beauty store. The compoment ratio of medicine is more than half of all. However, in the domestic market, health&beauty store hold a large majority. On the study, we consider the necessity of restriction on the drugstore market and graps the characteristic and the state of domestic drugstore market.

국내 드럭스토어의 현황 및 규제필요성 연구

박선영(SunYoung Park) 아시아무역학회 2014 Journal of Asia Trade and Business Vol.1 No.1

The market of Drugstore increase rapidly. Several major company enter the drugstore market. Because there is no regulation of open the store. Thus, someone claim necessity of restriction. There is two type of drugstore in domestic market. One is the health&beauty store. They could not sell the medicine and medical supplies. The other one has pharmany in health&beauty store. The compoment ratio of medicine is more than half of all. However, in the domestic market, health&beauty store hold a large majority. On the study, we consider the necessity of restriction on the drugstore market and graps the characteristic and the state of domestic drugstore market.

드럭스토어의 매출성과 영향요인에 관한 연구

홍기창(Kee Chang Hong),신혜영(Hye Young Shin) 건국대학교 부동산도시연구원 2015 부동산 도시연구 Vol.8 No.1

본 연구는 최근 급성장하여 유통업계에서 주목받고 있는 드럭스토어 매장에 관하여 다양한 입지특성을 살펴보고 그것들이 매출액에 미치는 영향을 다중회귀분석을 통하여 알아보고자 한다. 종속변수로는 국내 드럭스토어의 주요 3사 중, A사 브랜드의 전국 소재 140개 매장에 대한 2012년도 ‘객수’, ‘객단가’, ‘매출총액’, ‘매장면적당 매출액’ 데이터를 적용하였고, 설명변수로는 A사를 통해 제공받은 매장에 대한 기본 자료와 소상공인진흥원에서 운영하는 상권정보시스템을 기반으로 구축한 상권분석 자료를 활용하였다. 4가지 모형으로 살펴본 결과 코너여부, 지하철역여부, 학교여부, 매장임대면적, 매장영업연수, 쇼핑몰입점여부, 전체유동인구수와 여성유동인구비율이 공통적으로 유의한 변수들로 나타났다. 한편 객단가는 객수, 매출총액, 매장면적당 매출액과는 다르게 본 연구에서 크게 유의하게 나타나지 않았는데, 이는 드럭스토어에서의 객단가는 크게 영향을 미치는 요인으로 보이지 않고, 객수가 매출액과 비례하여 더욱 크게 매출에 영향을 미치는 것으로 보이며, 매장 입지 고려 시 중요하게 고려되어져야 할 부분이 객수를 높일 수 있는 유동인구가 많은 입지 조건일 것이라 판단된다. 본 연구는 기존 매출액 관련 선행연구와 다르게 매출액 이외에도 객수와 객단가에 대한 연구모형을 설정·분석하였으며, 현재 드럭스토어 시장의 크기에 비교하여 이에 관한 연구가 거의 없는 실정인데 이번 실증분석을 통하여 나온 결과들이 향후 드럭스토어의 입지선정 시 중요한 역할을 할 수 있을 것이라 기대한다. This study investigates the influential factors of drugstore sales by using multiple regression analysis model in terms of regional, location, building, store, business district. We analyze footfall in 'A' brand of drugstore in terms of customer transaction, total sales and the sales per unit area of 'A' brand of drugstore which are computed from its nationwide 140 stores based on the financial result of FY 2012. While prior literature considers only sales per unit area as a dependent variable, this study includes the customer transaction and total sales as dependent variables. This study finds some significant results such as corner location, subway within 300,. school within 1500m, rentable area size, operating time, location in a mall, floating population and the ratio of floating population of women.

남성고객을 위한 한국형 드럭스토어 매장 경험의 요인 분석 연구

한소영 ( Han So Young ),고정욱 ( Go Jung Wook ) 한국기초조형학회 2019 기초조형학연구 Vol.20 No.1

본 연구의 목적은 드럭스토어 매장 경험 요인을 분석하여 남성 고객을 위한 긍정적인 드럭스토어 매장 경험을 제공할 수 있도록 다양한 해결 방안 방향을 모색하고 발전할 수 있는 기반을 마련하는 것이다. 기초적인 연구 과정으로 한국형 드럭스토어와 한국 남성 화장품에 관한 이론적 관찰을 진행하였으며 연구 설계 및 조사 과정으로 외부 분석과 내부분석으로 나누어 조사하였다. 외부 분석은 연구조사 범위를 정하는 것으로 소비자 분석, 경쟁자 분석, 시장 분석, 환경 분석이 있으며, 이 결과를 통해 내부분석을 진행한다. 설문조사와 심층 인터뷰를 통해 고객과 직원의 문제점을 도출하여 Service Blueprint로 정리하였다. 내부분석의 결과를 정리하면 다음과 같다. 1) 문제점 도출 결과 세 가지 키워드로 소통 문제, 고객 관리, 환경으로 나타났다. 2) 소통 문제에 관해서는 20대 남성들이 직원의 과도한 정보 설명과 계산 과정 절차의 질문에 거부감을 느끼고 있다. 3) 고객 관리에 관해서 20대 남성 고객들은 여성 직원 보다 남성 직원을 필요로 하며 매장 내 분위기와 직원의 시선에 구매해야 할 것 같은 심적 부담감을 느끼는 문제점이 있다. 4) 환경에 관하여 20대 남성 고객들은 남성화장품 구역을 쉽게 찾기를 원하며 테스터 제품의 청결한 관리의 필요성을 느끼고 있다. 그리고 소량의 제품을 구입할 때 신속하게 구입할 수 있는 방법을 필요로 한다. 이러한 연구결과는 드럭스토어 매장 경험 만족도 향상을 위한 남성 고객을 중점으로 다양한 해결 방안 디자인 창출 방법으로 유용하게 활용될 수 있다. The purpose of this study is to create a foundation for exploring and developing various solution directions to analyze the factors of the Drux Store experience to provide a positive drugstore experience for male customers. The basic research process involved theoretical observations of Korean style drugstores and Korean men's cosmetic products, and the research design and investigation process were divided into external analysis and internal analysis. External analysis is the scope of the research, which includes consumer analysis, competitor analysis, market analysis, and environmental analysis. Through the questionnaires and in-depth interviews, the problems of customers and employees were drawn up and organized by Service Blueprint. The results of internal analysis are summarized as follows. 1) As a result of problem finding, three keywords appeared: communication problems, customer management and environment. 2) When it comes to communication problems, men in their 20s are not happy with their staff's excessive explanations of information and questions about the calculation process. 3) When it comes to customer care, male customers in their 20s need more male employees than female employees, and have a mental burden of having to buy in-store atmosphere and the eyes of the employees. 4) As for the environment, male customers in their 20s want easy access to the men's cosmetics area and feel the need to keep testers' products clean. They also need a quick way to buy a small amount of products. This research result can be useful as a solution and design creation method with male customers focusing on improving experience in drugstore stores.