AMORESEONGSU CUSTOMER SERVICE DESIGN "Just Try! You can even buy"
AMORE성수 고객 경험 서비스 디자인
AMOREPACIFICAug 28, 2021
Summary
Amorepacific’s Amore Seongsu is a place where you can freely try various products. As part of its ongoing updates, Amorepacific introduced the “gift-like experience of purchasing” in August 2021 to elevate the overall value of the experience. The goal was to go beyond simply buying a product, redefining the act of purchasing as a customer experience—“purchase = experience + benefits × gift”—and to make the entire process, from testing to purchasing, packaging, and leaving the store, feel like a service in itself.
Concept
“Amore Seongsu, always changing to offer something new.”
A gift, whether for someone else or for yourself, begins with the feeling of love.
When we launched our new purchasing service, we chose “love” as the first theme because it represents the core of our service and embodies the essence of giving.
We used “amore,” the Italian word for love, and a heart-shaped “O” as the main motif, applying it consistently across the space, communication, and packaging materials to help customers naturally connect with the theme.
The reception area, where customers are first welcomed,
has been designed to resemble a construction site, reflecting the ever-evolving nature of Amore Seongsu through subtle design updates.
It combines elements symbolizing the updated space, Amore’s theme of LOVE, and the green color representing Seongsu Garden.
This area announces the launch of the new shopping service while also serving as a photo zone to warmly greet visitors.
“Experience something new again at Amore Seongsu.”
The goal was to signal that the brand is updating its services to better meet customer needs.
Amore Seongsu continues to evolve through constant communication and updates based on customer feedback.
Over the past year and eight months of operation, we have listened closely to on-site feedback—among which were over 300 monthly requests from customers who wished to purchase products immediately after experiencing them.
To preserve the value of “experience,” we focused on making sales feel like a service, aligning our language and benefits with this goal.
To convey the message that “purchase = gift,” we incorporated real-time promotional benefits from Amore Store Gwanggyo and developed a special packaging service unique to Amore Seongsu.
Additionally, to establish purchasing as another meaningful experience at Amore Seongsu, we plan to continuously update the three key elements: MD, content, and design.
Attempting an experiential retail model
“A space for gifts
for me and for you”
Three Ways to Purchase – Methods of Customer Communication
1. Add to Cart
2. Write it Down
3. Mobile POS
Place the tester you have been using in the basket and bring it to the cash register,
and we will take out the new product for you.
We emphasized the convenience of the purchasing service through simple, clear communication.
The basket, which symbolizes the experience, also serves as a tool for customers to express their intent to purchase.
To support hands-free shopping, we placed benefit information and order sheets throughout the store.
“NOW ON SALE” handouts allow customers to quickly check the day’s offers and make faster purchasing decisions.
“Minimal, optimal, and safe changes for both customers and store staff.
A space design optimized for the purchasing experience.”
In order to keep the store operational, the mission was to minimize structural changes while ensuring the safety of both staff and customers during construction. For 40 days, construction barriers were installed, and prior to that, structural reviews were conducted to assess stability and address risks associated with increased loads from installing a logistics elevator and building a second-floor warehouse.
The space was restructured around three key objectives:
First, Preserving the experience-first identity of Amore Seongsu by retaining the existing “NO stock, NO self-selection” system. To ensure swift and efficient operations, three separate storage areas were established.
Second, Separating customer and employee movement routes to reduce service-related fatigue. A logistics elevator was installed to connect the first and second floors, a complex construction task due to the technical challenges of slab drilling and ensuring a smooth floor surface. The elevator was successfully installed after three design revisions.
Finally, Enhancing purchasing and gift-wrapping services by adding pickup kiosks and dedicated packaging counters. These were strategically designed so that a minimal number of staff could manage the entire process within a 2-meter radius, reducing physical strain on employees.
Despite the ongoing 40-day construction, customers continued to visit the store.
Changes at Seongsu Market,
Samples worth collecting
and Curation
Amore Seongsu offers five benefits to customers who check in, including access to Seongsu Market, where they can take home five samples.
Customers often spend more time than expected browsing and carefully selecting items.
With so many options and benefits available, they may find themselves thinking deeply about what they want to try at home or what they truly need at the moment.
To make the experience more thoughtful and valuable, we’ve added monthly recommendations and category-specific product feature guides.
The samples themselves have also been designed as a unique branding element exclusive to Amore Seongsu.
The final stop on the Amore Seongsu journey is a space designed to inspire customers to keep Amore Seongsu in mind in their daily lives, featuring samples and merchandise.
We continuously plan and update elements—such as collaboration products and Amorepacific product experiences—to leave visitors with lasting, fond memories of the space.
Amore Seongsu is a place to discover beauty.
By presenting a single theme, we encourage you to discover your own beauty—essentially, to discover yourself.
The journey of self-discovery begins with love.
Our first theme is “AMORE,” the Italian word for “love.”
The visual language of “AMORE” mirrors the beauty journey at Amore Seongsu: the raw yet resilient grass in the garden,
and the many paths of Seongsu that embrace Amore Seongsu.
“Amore Seongsu will continue to update.”
Amore Seongsu operates as a brand, with the Restore Business Team working seamlessly to ensure ongoing content updates.
The MD, Creative, and Content teams respond swiftly to customer feedback and proactively identify high-satisfaction content based on on-site reactions.
This project was also part of that update process—a rewarding endeavor for everyone involved.
We extend our heartfelt thanks to our dedicated team members, the store staff, and the customers who continue to visit us.
