Convenience store on evolution path
http://www.koreatimes.co.kr/www/news/nation/2015/04/654_177558.html
Convenience stores are now marketing services to those who are too busy to manage their online data and physical belonging while they are away from home
Convenience store chain CU is introducing a “cloud multi-device,” a machine with which people can download data from their online storage accounts, such as Naver NDrive and Daum Cloud, and copy, print, fax or scan data. CU has been testing the machine since March and plans to introduce it in select stores in May
“We are trying to give to give people greater access to copiers, which have been limited to university areas only” said Yoo Cheolhyun from the public relations department of BGF Retail, which operates the chain
Last December, CU’s Itaewon Freedom branch in Itaewon, Yongsan-gu district introduced and automated storage service that enables people to store their belongings, BGF Retail tested the service to see how well it meets customers’ needs and found a high demand form Chinese tourists, who travel with a lot of luggage, plus those who visit nightclubs in the district. Three hours of storage costs between 2,000 and 4,000 won depending on the volumes of the belongings being stored.
“People often use the storage on Friday evenings and through the weekends,” a store clerk said.
CU and Japan-based convenience store chain, Ministop, are offering a battery-exchange service. Those whose smartphones have run out of power can visit the stores and exchange their depleted batteries for fully charged ones for a small fee of 3,000 won. The service is available for any smartphone model and replaces the old service in which people had to leave their phones at the stores or wait for 30 to 40 minutes until their phones are fully recharged.
Convenience store chain GS25 is catering to those who are too busy to shop for appliances at local electronic stores of thorough home shopping with its “omin-channel service,” The service enables people to purchase electronics and appliances, such as smartphones, televisions, water purifiers and bidets, at select GS25 stores with a leaflet that lists the items for sales. A purchase order is made using a selected item’s barcode which is scanned at the store counter. After the order is put through, customer can decide where to pick up the products.
“The service’s other forte is its fixed-price system,” said Song Wan-seop from the public relation department of GS Retail, which operates the chain. “Prices at local electronics stores or at home shopping tend to vary, so people are often unsure of whether the prices are fai.”
Assisting app-savvy customers
Convenience stores are also introducing apps that make shopping even more convenient for smartphone users.
7-Eleven’s Sogong branch in the Jung-gu district offers a “pickup locker” service that allows people to pick up products that they purchased form Lotte.com or Lotte Department store apps. The service has been gaining popularity and is about to be rolled out nationwide.
Likewise, GS25 has been running its “beacon service” Which directs customers within 50 meters from the nearest store, smartphones pop-up messaged that include free gift icons (a mobile coupon service_ or details about other ongoing product and event promotions. The service debuted in SK Planet’s mobile wallet app Syrup in November last year and began working with another mobile wallet app, YAP, in January this year. The service is available in some 2,000 GS25 stores in Seoul.
In March 2011, GS25 also introduced the “My Own Refrigerator” app, which enables consumers to store a virtual snack or beverage “gifts” that they received from the chain’s “buy one, get one(or two) free “ promotions in a virtual storage area for later use.
“we found that some consumer were happy to receive the online gifts but felt reluctant to spend them right away,” Song said. “ So, we created tha app so that people can store the gifts and later enjoy them or re-gift them. With this app, peole can basically treat all GS25 stores as their won refrigerator.”
Moon Joo-hui from GS Retail’s marketing department said My Own refrigerator is an innovative app that has been downloaded by some 1.1 millions customers and praised for its efficiency.
GS25 also plans to launch another app, called “ My Own TV,” which enables users to watch content that is created by GS TV, a video platform installed in every GS 25 store. The app also enables people to share video greetings with friends and family members during celebratory occasions.
Offering more discounts
Convenience store food has become another game changer for major chains. Food from these stores used to be more expensive than those form major supermarkets, like E-mart or Homeplus. But this tendency is changing, as the stores are introducing a bariety of discount promotions for their food products, as well as private brand(PB) products that ate cheaper and bigger than their national brand(NB) counterparts.
CU us holding CU Day on weekends, during which its stores offer discounts on certain food items in a category. For example, customers can purchase remen bols or wine bottles at cheaper prices than usual on CU Ramem Day or CU Wine Day.
7-Eleven recruited ginger Hyeri form the all-female brand Girl’s day as a modle for its instant food PB Hyeri Dosirak. Launched in December of last year, the brand has sold over 510,000 units in three weeks.
Similarly, GS 25 employed veteran actress Kim Hye-ja, who is popluar for her motherly roles in her long TV and movies career, as a model for its own PB, Kim Hye-ja Dosirak, The brand was introduced in October 2010, and its sales have been growing each year. It has sold over 13 million units by the end of 2014.