Homeplus Renewed Store Mega Food Market Sees Up to 69% Sales Increase with 'Flow Innovation'

On June 23rd, the newly renovated Homeplus Daejeon Yuseong store's entrance bakery, 'Montblancier,' customers are purchasing bread.

[Asia Economy Reporter Jeon Jinyoung] Homeplus announced on the 9th that its sales increased by up to 69% by applying a customer-centered flow to the renewed ‘Homeplus Mega Food Market’ to strengthen offline competitiveness.

The Mega Food Market reorganized the flow from a seller-centered one, which made product management easier, to a customer-centered one. For the Seoul Banghak branch and Daejeon Yuseong branch, which opened in June, sales increased by 69% and 34% respectively compared to the same period last year until July.

Unlike existing stores where the flow starts from fresh food, the renewed stores placed products with high customer demand and light weight near the entrance. The Homeplus bakery brand ‘Montblancje,’ which was located at the innermost part of the store, was placed at the very front so customers can enjoy shopping with the aroma of freshly baked bread. The deli corner ‘Food To Go,’ frequently visited by customers for ready-to-eat food purchases, and the custom salad corner ‘Fresh To Go,’ prepared to target the healthy pleasure trend, were also placed at the front. Due to the flow reorganization, Montblancje bakery sales at Banghak and Yuseong branches increased by 107% and 123% respectively compared to the same period last year, and deli sales rose by 121% and 50%.

Products that were scattered throughout the store were gathered in one place. A Dining Street zone was created to allow customers to quickly and conveniently choose all kinds of ready meals, including room temperature, refrigerated, and frozen foods. A ‘World Sauce’ zone was also established so customers can compare and purchase sauces from around the world in one place. Until July, Dining Street sales at Banghak and Yuseong branches increased by 56% compared to the same period last year, and World Sauce zone sales at Ganseok and Banghak branches rose by 82% and 94% respectively.

The customer experience specialty zones, where products can be experienced in independent spaces, were placed inside the store. ‘The Wine Cellar,’ which offers a diverse selection from entry-level liquors to premium liquors for enthusiasts, saw sales at nine renewed stores increase by 78% compared to the same period last year.

The ‘Electronics Lounge,’ where various home appliances can be experienced, also saw sales growth compared to the previous year. At the Ganseok branch, TV sales increased by 108%, and at the World Cup branch, sales of IT devices such as computers, tablet PCs, and unlocked phones soared by 1456%. Dryer sales at the Banghak branch rose by 770%, and microwave and dishwasher sales at the Yuseong branch increased by 127%.

The flow innovation also received a positive response from MZ generation (Millennials + Generation Z) customers. Customers in their 20s and 30s at Incheon Ganseok and Seoul Banghak branches increased by 38% compared to the same period last year, with the World Cup branch up by 35%, Incheon Cheongna branch by 28%, and Daejeon Yuseong branch by 28%, showing an increase rate around 30%.

Oh Yonggeun, head of the Homeplus Store Strategy Team, said, “The concept tailored to the latest consumer trends and the optimized flow layout from the customer’s perspective brought sales growth and customer attraction effects to the renewed stores. We will continue to carry out customer-centered renewals to drive Homeplus’s growth.”