Specialized store with concentrated placement of one product line. Categories such as ramen, alcohol, and vegetarian are also diverse. The attractive space has a great effect on attracting consumers and increases sales by purchasing other products together.
The number of specialized stores that focus on one product line, such as ramen or alcohol, is increasing. The goal is to increase sales and brand competitiveness by attracting consumers to offline stores through stores specializing in specific categories and stores tailored to each commercial district.
According to the distribution industry on the 12th, Homeplus operates its own specialized store within the food specialty store ‘Mega Food Market’. In particular, we are putting effort into the ‘Ramen Museum’, which focuses on ramen. The Ramen Museum, which was first installed at the Mega Food Market in Dobong-gu, Seoul in June last year, has a concentration of over 360 types of ramen sold domestically, including 70 types of imported ramen, bag ramen, and cup ramen. Currently, ramen museums are installed in a total of 11 stores, including Banghak Branch. A Homeplus official said, “One store is seeing the effects of space reorganization, with ramen sales increasing by about 90% compared to before the specialized store was installed.”
Supermarkets and convenience stores are increasing the number of specialized stores with unique interiors and products in specific categories. The strategy is to strengthen the strengths of offline stores that differentiate them from online shopping malls by providing a unique shopping experience. Homeplus’ whiskey library. Provided by Homeplus
Along with the Ramen Museum, Homeplus also operates ‘Whiskey Library’, a whiskey specialty sales space, and ‘Mixology Zone’, a specialized space that reflects the trend of mixing drinks and alcohol, at 9 and 6 stores, respectively. Lotte Mart, which previously introduced the grocery-focused premium store ‘Zetaplex’, is also reorganizing its stores focusing on specialized categories such as wine and groceries. ‘Bottle Bunker’, which handles everything from cost-effective wines to premium wines, recently expanded to its fourth branch. Recently, it has been operating ‘Zero Meat Zone’, a vegan specialty store, and ‘Gourmet Street Zone’, a collection of famous restaurants and dining brands. E-Mart operates a liquor specialty store, ‘Wine & Liqueur’.
In addition to large supermarkets, the convenience store industry is also working to expand specialized space. As convenience stores are relatively small, the entire store is designed as a specialized space. GS25 operates stores specializing in its own coffee brand ‘Cafe 25’ in about 20 stores nationwide. By applying a café-style interior to the store exterior and introducing more coffee machines, sales are growing by more than 20% every year.
Supermarkets and convenience stores are increasing the number of specialized stores with unique interiors and products in specific categories. The strategy is to strengthen the strengths of offline stores that differentiate them from online shopping malls by providing a unique shopping experience. A ramen specialty store created by convenience store CU. Provided by CU
Convenience store CU also joined the competition for specialized stores by opening a ramen specialty store near Hongik University in Mapo-gu, Seoul on the 4th. One wall was comprised of a ramen stand, and a ramen cooker was placed in the front of the store. CU explained that 80% of customers who visited ramen specialty stores purchased not only ramen but also other products, resulting in a natural increase in sales.
The reason behind why companies are increasing the number of specialized stores is the belief that consumers will only come to them if there are differentiated elements that can only be found in offline stores. In order to attract consumers to the store, you need to create a perception that shopping is more convenient or better than online by specializing in a specific category as well as a unique interior. An official from the supermarket industry said about specialized stores, “There are limits to appealing to people who say, ‘You must come to our store’ by simply displaying PB products,” and added, “As the sales effect has been confirmed, the number of specialized stores is expected to increase further.” “He said.
Reporter Jeong Seo-young cero@donga.com
2023-12-12 18:00:00
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