Shinsegae Department Store Announces Everything About Deep Sleep: 'The Standard of Space, Deep Sleep Space Solutions'

[Asia Economy Reporter Seungjin Lee] Shinsegae Department Store is sharing know-how for a good night's sleep with its customers.

Starting from the 23rd, Shinsegae Department Store will introduce various bedding products under the theme "The Standard of Space, Sleep Space Solution" to 86,000 VIP customers in the lifestyle category, showcasing tips to help restore the body's condition during sleep.

"The Standard of Space" is a catalog created by Shinsegae in June, delivered via a mobile text message link. It is designed like a lifestyle magazine, incorporating illustrations, photos, and even videos.

All customers can view it through the Shinsegae Department Store application (app), and VIP customers in the lifestyle category will receive a 7% discount on lifestyle category purchases during the event period. Additionally, they will receive differentiated benefits such as 5% of the purchase amount in Shinsegae gift certificates.

Recently, interest in sleep has increased, and many customers are making efforts to create a sleep environment that suits them perfectly. Accordingly, Shinsegae plans to attract customers' attention by proposing sleep-related tips for each space such as the bedroom, living room, kitchen, and bathroom, and introducing related products like a magazine.

In fact, from January to September this year, sales in the lifestyle category at Shinsegae Department Store grew by 15.7% compared to the previous year. Not only did basic bedding products such as beds, pillows, and blankets grow by 7.5%, but lifestyle accessories like lighting (22.3%) and small home appliances such as air purifiers and vacuum cleaners (6.6%) also grew, indicating increased customer interest in creating spaces necessary for good sleep.

In addition to bedding, Shinsegae Department Store introduces lifestyle products that help create a sleep-friendly environment, such as humidifying air purifiers, speakers, sleep lights, and bathtubs, and shares how to decorate sleep spaces through the "The Standard of Space" catalog.

Furthermore, they plan to share sleep know-how through the Shinsegae Department Store app, including "Stretching for Better Sleep" provided by fitness YouTuber Kang Hana, "Half-body Bathing Methods" recommended by Shinsegae buyers, and "Scents that Calm the Mind and Body." They also collaborated with pianist Yoon Han to create a playlist of six sleep music tracks for listening in the bedroom, living room, kitchen, and bathroom to offer to customers.

Meanwhile, the newly introduced VIP grade "Lifestyle Category Core Customer," launched by Shinsegae Department Store in June, is selected when a customer spends more than 1 million KRW in the lifestyle category over the past three months. Unlike promotions targeting the general public, this grade provides customized information and benefits exclusively for customers interested in the lifestyle category.

The provision of customized benefits and information has led to positive customer responses. The number of lifestyle category VIPs grew from 47,000 in April to 86,000 this month, nearly doubling in six months.

Lifestyle category VIPs spend on average 2.1 times more than regular customers, proving that they are major spenders at the department store. In particular, in the food category, they show an average spending per visit 2.5 times higher than regular customers, and the frequency of simultaneous consumption of food and lifestyle categories is also higher than that of regular customers.

Seonghwan Lee, Executive Director of Sales Strategy at Shinsegae Department Store, said, "As customers' interest in sleep quality has increased, we planned content providing related tips. We will lead the industry with various services tailored to customers' lifestyles."