To meet the demands of smart consumers, companies are turning to experiential marketing.
The direct connection between a brand and consumers can drive brand loyalty and boost sales.
Park Se-young has more.
At this exhibition center, visitors can test-drive Hyundai's Genesis vehicles and receive a tailored purchasing experience.
This home appliance maker has been getting positive feedback by letting customers try out its products by cooking on the spot.

"After cooking, I felt I could trust the product and wanted to buy one."

Experiential marketing focuses on providing product experience rather than selling.
The method can help companies build long-term brand loyalty.
Recently, a sportswear brand turned its entire store into an experience space for its products.

"Instead of simply buying products, consumers can try them out and experience our cultural space."

To keep pace with the ever-evolving consumer, companies are expected to keep developing such brand centers as a pivotal part of their marketing strategies.
Park Se-young, Arirang News.