Meeting Starbucks Means a 'Big Hit'... SSG.com Sees 20% Increase in Dawn Delivery Sales

SSG.com 'Starbucks Online Shop' Quality
Increase in Dawn Delivery Orders and New Customers
Limited Edition Starbucks Tumblers Sold Out in 5 Minutes
'Starbucks Albi Bag and Ready Bag' Traded at a Premium

The 'Green Stojo Silicone Tumbler,' exclusively sold in a limited quantity of 5,000 units on SSG.com, sold out in just 5 minutes, setting a record.

[Asia Economy Reporter Seungjin Lee] Both new customers and sales of SSG.com, which exclusively hosts the Starbucks online shop, have increased. Limited edition products sold out in just 5 minutes, clearly demonstrating the 'Starbucks effect.'

On the 1st, SSG.com announced that since the opening of the Starbucks online shop on the 25th of last month, orders for dawn delivery increased by 10%, and sales increased by 20% over the course of one week. The number of new customers using dawn delivery for the first time also rose by more than 80%. This is analyzed as an effect of customer influx due to Starbucks' exclusive entry.

The enthusiasm for Starbucks limited edition products was also remarkable. The 'Green Stojo Silicone Cold Cup,' which SSG.com exclusively sold in a limited quantity of 5,000 units, set a record by selling out in 5 minutes. News of its first release in Korea spread, and customers flocked to purchase as soon as it opened. Sales occurred by the second, and all prepared stock was sold out by 10:05:59 AM.

The 'Green Stojo Silicone Cold Cup' is a product that Starbucks collaborated on with the eco-friendly tumbler brand 'Stojo,' which has gained worldwide popularity. The lid and body can be separated and folded, making it highly portable, and it is also called a 'collapsible cup.' Starbucks Korea decided to launch the 'Green Stojo Silicone Cold Cup' for the first time in Korea to coincide with the opening of the Starbucks online shop on SSG.com.

Not only goods but also food items experienced shortages. Due to the difficulty of using Starbucks stores amid the COVID-19 pandemic, delivery demand increased further. On both the first and second days of the opening, all prepared quantities of 'Classic Scone,' 'Cheese Bagel,' and 'Blueberry Bagel' were sold out. From the 25th to the 27th, all 6 to 11 types of products prepared were sold out continuously. Easy meals such as 'Sandwiches' and 'Meal Boxes,' which can only be ordered through SSG.com dawn delivery, also showed high sales.

Many customers also gifted Starbucks e-card vouchers and MD products through SSG.com’s gifting service. The ‘e-card 30,000 KRW voucher’ and ‘e-card 50,000 KRW voucher’ quickly became the top first and second gift items.

The Starbucks syndrome is not limited to this time. Last October, to celebrate 'SSG Day,' SSG.com held an event providing a limited quantity of 30,000 'Green RB Bags,' a cooler bag co-produced with Starbucks, to customers who reached an order amount of 200,000 KRW or more on a first-come, first-served basis. The 'Green RB Bag,' limited to 30,000 units, sold out in two days. Over the entire event period, more than 90,000 RB Bags were sold, and some items were traded on secondhand marketplaces for over 50,000 KRW.

This spring, the so-called 'Ready Bag' craze also occurred. Starbucks continued its hit streak with every product released, and ahead of Christmas, it expanded the types of goods released annually to include four planners and three foldable cross bags.

Meanwhile, SSG.com plans to continue the hit trend by unveiling about 20 second-wave Christmas MD products starting at 7 AM on the 2nd, the same time as Starbucks offline store openings. Products include the '20 SS Christmas Troy Tumbler' and '20 Christmas SS Scarlet Tumbler,' which feature Christmas designs such as trees and sleds, as well as gift-appropriate items like the '20 Christmas Tree Poster' and '20 Christmas Santa Travel Coaster.' They are also considering selling whole cake planning products in line with the Christmas season.

Jonghoon Lee, marketing manager at SSG.com, said, “The number of participants in SNS events certifying orders of dawn delivery and Starbucks products, including the hashtag ‘#StarbucksSSG,’ is increasing,” and added, “We plan to continuously introduce exclusive products like the Green Stojo Silicone Cold Cup in cooperation with Starbucks Korea.”