Bodyfriend Focuses on Luxury Hotel Concept
Ceragem and Cozyma Strengthen Personalized Consultations
"Omnichannel Strategy Will Continue Both Online and Offline"
The massage device industry is expanding its investment in offline stores. This trend contrasts with many companies shifting their marketing focus online due to the structured recession. It is attributed to the nature of the products, where direct experience has a decisive impact on purchasing decisions. Accordingly, enhancing the quality of experience spaces while encouraging online purchases for convenience is becoming a key sales strategy in the industry.
According to the related industry on the 5th, Bodyfriend is expanding its investment in offline stores by setting the concept of its customer experience stores, 'Bodyfriend Lounge,' as a luxury hotel. In 2023, Bodyfriend changed the official name of its offline stores to 'Lounge' with the intention of providing customers with an atmosphere similar to that of a luxury hotel or airport waiting area. In line with this, they have focused on creating private experience spaces for customers by removing large windows and lowering lighting levels, moving away from the previous exhibition-style concept. In 2023, they also signed a memorandum of understanding (MOU) with Doosan Robotics and installed the robot barista 'Dr. Presso' inside the lounge to enhance the quality of customer service.
A Bodyfriend representative explained, "Due to the nature of the products, we believe the quality of the experience space determines whether customers make a purchase, so we are expanding investment in offline stores despite the recession," adding, "We are aiming for mid- to long-term changes with the concept of providing customers with an atmosphere like a luxury hotel or airport lounge."
Healthcare specialist company Ceragem is accelerating efforts to expand the size of its experiential stores called 'Well Cafe' to an average of 70 pyeong (approximately 231 square meters), larger than before, and to equip various devices in the stores. In addition to massage chairs, which were the main focus of offline stores, they plan to add medical devices such as 'Master,' 'Balance,' and 'Innerfit' to offer customers a wider range of experiences. Furthermore, they are planning to strengthen employee training and conduct customized consultations for customers in line with their newly introduced concept of '7 Healthy Habits.' Massage device company Cozyma is also operating 19 officially certified dealerships called 'Cozma Gallery' nationwide in locations such as Hanam, Bupyeong, and Suwon, enhancing expert personalized consultations.
The industry expects that, due to the nature of massage devices, the 'two-track' strategy of improving the quality of experience spaces to provide highly satisfying services to customers while simultaneously encouraging online purchases will continue actively. Currently, Bodyfriend and Ceragem are considering online-offline linkage methods, such as displaying 'offline store visit reservation' banners on their official online malls so that visitors can check product information and also experience the products.
Professor Seo Yong-gu of the Department of Business Administration at Sookmyung Women's University analyzed, "While many products are expanding their sales channels online, for certain items like massage devices where consumer brand experience is important, the quality of offline spaces has a significant impact on purchasing decisions," adding, "The massage device industry will continue to rely on 'omnichannel' sales channels, where customers search and purchase products across both online and offline platforms."
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