Shinsegae Department Store, Young Fashion Hall, Pubilla NFT… On and of…
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Shinsegae Department Store Centum City Branch Hyperground Pop-up Square. [Picture provided = Shinsegae Department Store]
Shinsegae Department Store is actively securing future customers by enhancing its competitiveness through offline store renewal this year and accelerating digital transformation in line with the new normal era.
First of all, Shinsegae Centum City is preparing to make a leap beyond Busan to become a world-class department store representing Korea by successfully renewing the largest women's, young fashion, sports, and outdoor museum in Korea.
In November last year, Shinsegae Centum City created a space on the first and second floors of the mall that utilizes sports and outdoor expertise such as hiking, camping, and wellness care, and introduced sports and outdoor specialists in line with the recent Goff Core trend among MZ customers. It is designed to introduce the latest trend-leading brands and contents such as Arcterix, Patagonia, and Salomon so that you can experience differentiated shopping.
Centum City's sports and outdoor specialty center recorded 35% year-on-year sales growth for the three weeks since its opening, and sales of customers in their 20s increased 24% year-on-year during the same period. This is a nearly 40-fold increase compared to the location of female contemporary before the renewal, and it is analyzed that it contributed to the growth of visits to all customers in their 20s (25% year-on-year) at Centum City.
After the successful renewal of the sports and outdoor specialist, Shinsegae introduced the nation's largest women's fashion specialist and young fashion specialist Hyper Ground with an operating area of 3,300 pyeong in December last year.
In particular, Hyperground, which has collaborated with the first famous artist in the department store and the first and only brand in the region, is establishing itself as a representative MZ shopping mecca in Korea beyond Busan.
CEO Son Youngsik
In fact, Hyperground, which filled nearly half of the total 47 brands with new local brands, has more than doubled its sales from last year as of March, a month after its opening.
Shinsegae Department Store will continue to innovate offline spaces in Centum City's overseas fashion centers and Gyeonggi stores this year to lead customers' lifestyles. Earlier, the Gyeonggi branch completed a two-year renewal by opening the Young Fashion Hall in April last year. As the proportion of sales of MZ customers, potential department store VIP customers, has increased to 30%, it has emerged as a shopping mecca for families and couples as well as nearby office workers, sparking a new wind in the southern business district of Gyeonggi-do. Gyeonggi branch plans to refurbish additional movie theaters and academies this year.
Digital transformation will be accelerated further this year. It is to provide a differentiated shopping experience based on new customer values tailored to the new normal era.
In particular, NFT, which was newly attempted last year, is preparing to leap forward as an innovative service by not only using it as a simple marketing but also using it for customized benefits for MZ customers. In June last year, Shinsegae Department Store made the first NFT in the industry using its own character, Pubilla, and sold 10,000 units in just one second.
Online "Gift Giving," which contains the dignity of Shinsegae Department Store, will also be newly introduced through a massive reorganization.
Shinsegae introduced more than 1 million products with Shinsegae's own distribution know-how, including higher-level brands and product curation, targeting the demand for gifts at the end of the year. In particular, based on the luxury brand that Shinsegae is showing strength, it is said to have greatly increased products at reasonable prices called "small luxury" to greatly reduce concerns about choosing futures.
Shinsegae plans to increase customer access to gift services this year. You can meet "Gift" not only on SSG Dotcom but also on the main screen of Shinsegae Department Store's app, so when Shinsegae Department Store buyers click on a carefully selected gift product according to the season and theme, it is automatically linked to SSG Dotcom product purchase and easy to send gifts.
The "New World Gift" service is a classy product curated by Shinsegae and can conveniently and simply convey one's mind, resulting in explosive growth by more than doubling sales every year. Shinsegae plans to increase the proportion of gift service sales to 10% of total online sales through a massive reorganization of gift service this year.
