Casamia to Expand Loyal Customers with 'Pinset Marketing' Starting Second Half of the Year

Casamia will continue more segmented target marketing activities by strengthening its customer relationship management system from the first half of this year. The photo shows Casamia Centum City Mall branch, which is holding its 1st anniversary event in July and August. Photo by Casamia

[Asia Economy Reporter Kim Jong-hwa] Shinsegae's living & lifestyle brand Casamia announced on the 7th that it has established an enhanced 'Customer Relationship Management (CRM) system' to conduct more segmented target marketing.

Recently, as the stay-at-home lifestyle due to COVID-19 has prolonged, consumer interest in home decoration has steadily increased. Casamia's sales in the first quarter of this year increased by 24% compared to the previous year, and it continues to show a steady upward trend, so it is expected to easily achieve its sales target of over 160 billion KRW this year.

Riding this momentum, Casamia has strengthened its CRM system from July and accelerated the sales growth through diverse marketing activities reflecting customer preferences and trends.

First, targeting the growing 'Molcance (shopping mall + vacation) crowd' during the hot summer, Casamia will conduct exclusive promotions at shop-in-shop stores within large shopping malls. From the 10th, Casamia Starfield Hanam store, and from the 17th, the Busan Shinsegae Centum City Mall store will hold their first anniversary events, offering various discount benefits.

Also, as the trend of decorating homes with a resort concept continues due to prolonged stay-at-home life, summer home atmosphere items and fabric products that can refresh the indoor mood will be sold at focused discounts of up to 80%.

In addition, Casamia operates a new integrated membership by segmenting membership tiers and reorganizing the VIP system to secure a loyal millennial customer base as well as uphold brand heritage. Moving away from the traditional one-time purpose-driven sales behavior in the furniture industry, the goal is to provide optimized services to diverse customer groups through continuous data analysis and customer management.

Synergy with the Shinsegae Group is also continuously expanding. Since April, Casamia membership members have been newly offered Shinsegae point accumulation benefits, and in September, a multi-type partnership card, the ‘Shinsegae Casamia Samsung Card,’ will be launched, providing benefits not only for purchases at Casamia’s online and offline stores but also everyday benefits at Shinsegae Department Store.

Yoo Hyung-ho, head of Casamia’s sales strategy team, said, "As interest in home decoration increases, we have put all our efforts into strengthening the CRM system to expand Casamia product experiences and provide customized services to customers pursuing diverse tastes and personalities." He added, "Going forward, we plan to achieve more advanced marketing based on the new CRM system and big data collaboration with Samsung Card."