Increased Sales from Discount Events Boosted by Staying Home
Models are introducing the 'Samgyeopsal Day' event at Emart Seongsu branch. [Image source=Yonhap News]
[Asia Economy Reporter Lim Chun-han] The distribution industry has officially launched 'Day Marketing' starting with Samgyeopsal Day (March 3). Every year, over 100 '○○ Day' marketing events such as White Day (March 14), Black Day (April 14), and Ori Day (May 2) have been criticized as commercial tactics and once faced neglect, but this year is different. To stimulate consumer sentiment weakened by COVID-19, large supermarkets have launched massive discount events, resulting in a temporary sales boost.
According to Lotte Mart on the 3rd, this year's sales volume of samgyeopsal increased by 30% compared to the previous year from February 25 to March 1. At Homeplus, sales volume as of the 1st rose by 278% compared to the same period last year. The number of consumers seeking grilling pans also surged. At Homeplus, sales of grilling pans increased by 45% year-on-year from March last year to last month. This is analyzed as an increase in people enjoying samgyeopsal at home due to difficulties in dining out or company dinners caused by COVID-19.
Lotte Mart is selling samgyeopsal at 980 KRW per 100g with a 30% discount benefit under the 'Nonghal Gapsida' campaign in cooperation with the Ministry of Agriculture, Food and Rural Affairs. At Homeplus, until the 10th, My Homeplus members automatically receive the Korea Nonghal coupon, allowing them to purchase domestic pork belly and neck meat at 1,360 KRW per 100g each. Emart offers domestic samgyeopsal and neck meat at 1,358 KRW per 100g, a 30% discount from the regular price when paying with event cards until the 7th. Shinsegae Point members can get an additional 20% discount on Nonghal, purchasing at 970 KRW.
Lotte Mart will sell Spanish mackerel and tuna at the lowest prices of the year from the 4th to the 10th.
Marketing targeting Spanish mackerel and tuna days has also begun. Lotte Mart will sell Spanish mackerel and tuna at the lowest prices of the year from the 4th to the 10th. Tuna belly and assorted sashimi (400g) can be purchased at about 25% off market price, and Spanish mackerel at about 40% off. Spanish mackerel and tuna days were jointly designated by the Ministry of Oceans and Fisheries and the Deep-sea Fisheries Association to promote consumption of tuna and Spanish mackerel, marking the 16th year this year.
Preparations for the White Day rush next week are also in full swing. Lotte Department Store has partnered with Daehan Flour Mills' Gom Pyo brand. At the Lotte Department Store Main Branch's Six Oven store, from the 5th to the 14th, unique bakery items reflecting the characteristics of the Gom Pyo character will be sold. SSG.com is launching Starbucks tumblers and conducting various product discount events. On the 10th, limited edition candy products will also be introduced through 'SSG Live (SSG.com live commerce).'
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