First Convenience Store Industry 2+1 Promotion on High Cross-Sell Rate Products
6 Types of Chilled Coffee + 1 Type of Soft-Boiled Egg, Frank Sausage + Pepsi Cola Selected
[Asia Economy Reporter Lim Hye-seon] Emart24 is undertaking an experiment to break the convenience store industry's conventional 2+1 promotion formula.
This month, Emart24 is testing a new 2+1 promotion on a total of 7 items, including 6 types of Maeil Dairies Barista refrigerated coffee and 1 type of Sangha Farm animal welfare half-boiled eggs (2-pack), as well as 2 items including 1 type of Lotte Uiseong Garlic Frankfurter and 1 type of Pepsi Cola.
Accordingly, customers can purchase any desired quantity of 2+1 promotion products such as 3 refrigerated coffees, 2 refrigerated coffees + 1 half-boiled egg, 1 refrigerated coffee + 2 half-boiled eggs, or 3 half-boiled eggs. Frankfurter sausages and Pepsi Cola can also be purchased in combination with refrigerated coffee and half-boiled eggs.
Until now, the convenience store industry has applied the 2+1 promotion within the same product category, such as beverages or dairy products. For example, when purchasing 2 beverages, customers receive 1 additional beverage from the same category.
The existing promotion had the advantage of allowing customers to purchase products economically, but it also had the limitation of making it difficult to buy highly related products like milk and bread together under the 2+1 promotion.
Therefore, Emart24 reinterpreted the existing promotion from the customer's perspective and proceeded with an experiment on a new 2+1 promotion.
Emart24's experiment is showing positive results.
In fact, an analysis of sales of these products from the 1st to the 13th of this month showed that sales of the 6 types of refrigerated coffee and half-boiled eggs increased by an average of 25.9%, and sales of frankfurter sausages and Pepsi Cola increased by an average of 24.9% compared to the same period last month.
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