Food, Goods Shops, and Fixed Deposits... Retail Industry Sees Spring Breeze in Baseball Stadium Marketing

Emart24 Sees Sales Increase at Stores Near Baseball Stadiums

On the 25th, models are showcasing fashion items, stationery, and toys at the SSG Landers Field goods shop in Incheon.

[Asia Economy Reporter Lim Chun-han] The distribution industry is launching a massive baseball marketing campaign. This strategy aims to achieve a synergistic effect as fans' interest in professional baseball, which had been suppressed due to COVID-19, increases.

According to Emart24 on the 25th, sales at stores near Incheon SSG Landers Field increased by 49.1% compared to the previous month from the season opening on February 2nd to the 21st. In particular, with the allowance of eating and drinking inside the stadium, food and beverage products showed significant sales growth: beer 299.9%, snacks 299.9%, carbonated drinks 134%, cup ice 112.4%, and tea beverages 90.1%.

Shinsegae has mobilized its group affiliates, including large marts, convenience stores, online malls, and home shopping, to target baseball fans. Emart opened an SSG Landers goods shop next to Gate 7 of the outfield entrance at Incheon Landers Field. Emart buyers directly participated in product development, offering over 140 items such as fashion goods, stationery and toys, and pet supplies. The SSG Landers goods shop will be sequentially opened at Emart stores in the Incheon area, and products will also be sold through online channels. Emart24 will conduct a strikeout donation campaign aligned with SSG Landers' home game situations throughout this professional baseball season. SSG.com will hold a Welcome SSG.com Day event simultaneously with the baseball games from the 29th of this month to the 1st of next month. Shinsegae Live Shopping is selling the Landers Big Sun Cushion, jointly planned with SSG Landers.

Lotte and Hanwha are conducting regional marketing centered on their home bases. Lotte Giants and BNK Busan Bank launched the BNK Autumn Baseball Time Deposit. Galleria Department Store broadcasts a media facade on the exterior of Daejeon Timeworld every day there is a major Hanwha Eagles home game, displaying phrases celebrating victories. Additionally, 1 million KRW per game will be accumulated for each home game victory and donated to social welfare organizations in the Daejeon area after the season ends.

A distribution industry official said, "With the easing of social distancing and warmer weather, more consumers are visiting baseball stadiums," adding, "We will strive to provide differentiated products and services during the remaining professional baseball season."