Research On Experience Design Of Home Furnishing Retail Brands Based On Multi-Sensory Integration

With the further development of experience economy and the proposal of new retail concept,the household industry has ushered in the transformation of experience model,and began to seize offline scenes,reflecting the new retail features with "scene +" as the core.As an experience-valued industry,improving brand experience has become an important issue in the new retail era.Sensory experience is the foundation and core of brand experience.Multi-sensory integration experience can form a rich stimulation and arouse emotional resonance for users.However,most enterprises only stay at the marketing level at present,and there are few research details about how the sensory elements act on user experience.This research focuses on the components and function of multi-sensory integration experience in home furnishing retail brands,explores problems existing in the multi-sensory experience of home furnishing brands and proposes optimization strategies,which can provide theoretical basis and guidance reference for design methods of home furnishing brand experience based on multi-sensory integration.This research firstly expounds the concept of home furnishing retail brand and summarizes its classification and characteristics.Through literature research,research sorts out the concept,dimension,relationship with brand loyalty and main ways of brand experience,and establishes the relationship with home furnishing brands.At the same time,it combs the basic meaning and mechanism of multi-sensory integration,and summarizes the existing multi-sensory integrated brand experience application models and multi-sensory experience characteristics of experiential home furnishing brands.Then,according to the sensory cognitive model,research derives multi-sensory experience process of home furnishing brands,and analyzes the synaesthesia principles in brands’ touch points.According to the division of brand experience approaches,research analyzes sensory elements in touch points of home furnishing retail brands.From the perspective of human-machine-environment,author summarized the distribution of influencing factors of multi-sensory experience.And combined with the theory of perceptual process in consumer behavior and environmental psychology,summarized the dimension of influencing factors.Then,through the user interview method,author collected a large number of actual cases of multi-sensory experience of home furnishing brands,summarized existing problems and extracted the experience elements from the records.Based on this,the card classification and focus group method were combined to sort out the logic and mechanism between the elements,and finally established the system model of multi-sensory experience of home furnishing retail brands,validating and expanding the previous theoretical derivation of multi-sensory experience elements.Finally,combined with the theoretical model and user research,research summarizes the goals of multi-sensory experience of home furnishing brands,and proposes the optimization strategies from the stimulus,users and life situation dimensions of the model elements.The main research results of the project are as follows: Firstly,through case analysis,the sensory elements in current touch points of home furnishing retail brands are sorted out,and the specific design performance of five senses is clarified.Secondly,the user research hasbeen used to draw the experience elements,user expectations and existing problems in the process of multi-sensory experience of home furnishing brands.Thirdly,the multi-sensory experience system model of home furnishing retail brands was constructed,and the optimization strategies of multi-sensory experience of home furnishing brands were proposed combined with the results of user research.