Internet people in the digital trend often talk about the concepts of "scene marketing", "scene thinking" and "social scene". At the beginning of design and development, product managers will research and envision users' needs and pain points in the use of scenarios, and use them as the core functions of the product.

The role of shaping scenes to enhance user experience is getting more and more attention from various industries. Scenes also play an important role in enhancing the attractiveness of commercial space to consumers.

1、What is a scene?

The word "scene" comes from the film terminology, which refers to the picture of people performing certain behaviors in a specific time and space in order to complete a certain task or meet certain needs.

Scenarios are extremely important for studying user needs and user behavior. We need to think about how products can meet user needs in actual, concrete situations, rather than creating new needs out of thin air on paper in an office.

When a person is in a space, the interaction with the surrounding environment or other characters is a scene. By shaping a scene in a specific space, we can influence users' needs and behaviors based on this scene, and even create new needs, which is also an important element to consider in space design and experience innovation.

2、Injecting new meanings into the space

People's behavior in the offline space gradually gives the space a new scene meaning. Like cafes, art galleries, gyms and bars, people's attitudes and behaviors in these specific spaces are more and more closely related to their own values, lifestyles and other cultural connotations, gradually forming unique scenes based on space and influencing the development direction of these spaces.

Starbucks has become the "third space" in addition to home and office for many years. It is no longer just a place to serve coffee and food, but is also creating a rich cultural meaning, providing a space for people to talk and meet. Socializing has become an important part of the café scene.

The essence of coffee is a beverage, people drink coffee at the bottom of the demand is the rich aroma and mellow taste, while the effect of caffeine to refresh the brain. With the popularity of freshly ground coffee, people's purpose of drinking coffee is no longer limited to the drink itself, but the refined life concept conveyed by it, gradually forming a coffee culture.

The outstanding advantage of the café is the elegant environment of the physical store and the feeling of exquisite life conveyed by the quality service. It builds a space for people with a common life philosophy to feel comfortable with themselves and with each other to meet their emotional and social needs. People enjoy the relaxing atmosphere, communication space and mood transformation in the café, which gradually gives the café as a "third space" the significance of the scene.

Driven by Starbucks, Costa and other head coffee brands, many coffee shops began to gradually work on the social attributes of the stores, committed to the use of social scenes and the construction of space, to export brand culture to consumers.

3. Scene - make shopping easier

Consumers' feelings and memories of products or services will be promoted by the effective use of elements such as the environment, services, and five senses experience within the scene. And people are more willing to stay in the atmosphere or area of self-identification, for things that can resonate more power.

The space design from the scene can create the atmosphere, emotion and mood from multiple dimensions, and produce a unique stimulating and guiding effect on people's needs and behaviors.

IKEA's offline space is a classic case of using scenes to gain customers. The IKEA showroom fully restores the user's home life, including the living room, bedroom, kitchen, and all kinds of home scenes, allowing customers to directly see how the products will look after they are bought home. Consumers who are in the scene will unconsciously feel the urge to shop and will think of IKEA first when shopping for furniture, referring to the IKEA showroom to furnish their own homes.

In the past two years, IKEA showroom designs have not only become more and more subdivided into scenarios, but have also become clearer in their portrait of the occupants. By studying all aspects of the lives of different people, IKEA takes into account the changing needs of different families at different times in the shaping of its model rooms.

Young people starting out in the workplace, young couples who are concerned about quality of life, and newly established families can all find their own "home" at IKEA.

Consumers' needs for offline shopping are no longer a single product, but a holistic demand based on quality of life. IKEA's experiential shopping scenarios depict "what is home" and "what is life" to consumers, allowing them to identify with the "good life" concept through the scenarios created by IKEA while shopping at IKEA. In the process of shopping at IKEA, consumers can identify with the concept of "good living" through the life scenes created by IKEA, and eventually realize the conversion of consumption.

4. Online + offline, creating the perfect consumption scene

In the era of digital retailing, with the addition of the Internet, traditional cafes have become online takeaways and online fresh food supermarkets have opened physical stores. The physical space and online e-commerce have long ceased to be in competition with each other, and the opening of online and offline scenes is becoming a new trend in business development.

In the offline consumption scene, businesses are also increasingly focused on people-oriented, the most in line with the potential needs of the target group of goods, placed in a personalized, interactive, resonant scene to attract consumers to come.

A new business model that is being transformed by many brick-and-mortar bookstores is a beautiful space that incorporates multi-functional experiences such as coffee, creative arts, and audio-visual. The originator of this model is Niaoya Bookstore.

In the offline space, TSUTAYA BOOKS  divides books into humanities and literature, art, architecture, automobiles, cuisine and travel according to the content and life scenes, and arranges related products and services according to the scenes, and employs experienced connoisseurs as long-term shoppers to create a space for "life proposals" and enjoyment of time.

On the other hand, Culture Convenience Club, the parent company of TSUTAYA BOOKS, has been offering "T-Points", a cross-sector universal points service based on bookstore membership, since 2003, which is connected to many department stores and supermarkets. The service is connected to many department stores and supermarkets. Members can use their points not only at any of Niaoya's locations, but also at its affiliated companies. Niaoya uses the membership points system to break through the limitations of the original single space and extend the brand into more scenes of consumers' lives.

TSUTAYA BOOKS has also acquired a huge amount of consumer data through the T-points system, and after analyzing the portrait and preferences of its target customers, it employs a professional book selection team to achieve accurate book selection.

Compared to showing customers the so-called good books from the bookstore's perspective, it is more interesting and memorable to let consumers encounter what they need inside without thinking about it, an unexpected encounter.

Summary

Today's offline space is not only for sales, but also for brand awareness, cultural experience, data collection and other functions, and more diverse scenarios based on offline space have emerged.

In the Internet era, the advantage of offline scenes is to build a real and convenient experience that cannot be achieved by the Internet. However, the creation of offline scenes is also inseparable from the support and cooperation of online data.

A digital ecology with multiple scenes and multiple touch points based on the whole life cycle of users can form a more long-term and close connection between space and consumers.