‘Distribution Derby’ Lotte vs Shinsegae... Baseball Marketing War

[Asia Economy Reporter Lim Chun-han] As the 'distribution derby' between the Lotte Giants and SSG Landers heats up ahead of the professional baseball opening game on the 3rd, intense off-field rivalry is underway. Lotte and Shinsegae are mobilizing their group affiliates, including marts, convenience stores, online malls, and home shopping, to launch massive baseball marketing campaigns.

Lotte Mart and E-Mart have launched large-scale discount events. Since the 1st, Lotte Mart has been running a discount event featuring about 2,000 items, totaling approximately 100 billion KRW in price reductions. In particular, they are promoting the baseball team by offering giant-sized products at about half the usual price. They also introduced animal welfare chicken coated with oats targeting this opening game. This is the first time Lotte Mart has held such an event, reflecting their determination not to lose not only in baseball but also in their core business.

E-Mart also started a Landers Day event commemorating the baseball team's founding on the same day. Among about 500 event items, there are around 80 types of 1+1 offers (buy one, get one free). This is the largest scale for the first half of this year. An E-Mart official stated, "If Shinsegae lands a new baseball culture through the Landers, E-Mart plans to land the greatest discount benefits for customers."

Convenience stores are offering discounts on alcoholic beverages and snacks to enjoy with baseball. At 7-Eleven this month, three types of soju, seven types of beer, and seven types of wine are available at a 10% discount when paying with event cards, and customers paying with L.pay receive a 10% discount on all products. Emart24 is running 1+1 and 2+1 promotions on 32 popular items including beverages, ice cream, and snacks until the 7th, and offers a 30% discount when paying with event cards. Additionally, if the SSG Landers hit a home run in the opening game, starting at 10:30 AM the next day, the first 200 customers using the mobile app will receive a free home run ball coupon, and the following 400 customers will get a 50% discount coupon for home run balls.

Online malls have also planned various events. Lotte On is holding a cheering comment event for the Lotte Giants until the 4th. Customers who leave supportive comments for the Lotte Giants on the Lotte On event page will be entered into a draw to win a 3,000 KRW mobile gift certificate for 7-Eleven. The total number of winners is set at 1,111, symbolizing the wish for the Giants to finish first. SSG.com will draw 559 winners who leave cheering messages for the SSG Landers and award them 10,000 KRW in SSG Money.

TV home shopping channels have also started selling regular season tickets and goods. Lotte Home Shopping sold the newly released 2021 FLEX tickets for the Lotte Giants at up to 25% off on the 23rd of last month. They plan to jointly produce and showcase unique content such as the daily lives of Lotte Giants players and exclusively sell specially planned team products like sneakers and apparel. Shinsegae TV Shopping is also planning promotions linked with the SSG Landers.