[Convenience Store Empire] Expanding into All Services: Marriage Counseling, Pawnshops, Photo Studios...

⑤General Store Handling All Products and Services

Geumja Vending Machine Surpasses 600 Million KRW in Cumulative Sales
Launch of Marriage Counseling Connection Service
Introduction of Instant Camera, Replacing Photo Studios
Also Functions as Repair Shop and Travel Agency

A model is using a gold vending machine at GS25. (Photo by GS Retail)

[Asia Economy Reporter Lim Chun-han] Convenience stores are evolving into all-encompassing shops selling every product and service. The role of a 24-hour supermarket for buying triangle kimbap and cup noodles late at night is now a thing of the past. Having started to replace roles of existing restaurants, banks, and community centers, they are expanding into lifestyle service areas such as gold shops, marriage counseling agencies, photo studios, repair shops, and travel agencies, establishing themselves as indispensable platforms.

According to GS Retail on the 9th, there are currently five stores operating gold vending machines: two GS25 stores and three GS The Fresh stores. About 1,000 don (3.75 kg) of gold was sold within a month after the gold vending machines were introduced at the end of September, and cumulative sales reached about 600 million KRW as of the end of last month. Particularly, the 1 don (3.75 g) product is so popular that it sells out daily, with a high purchase rate among men in their 40s and 50s. The gold vending machine is a third-generation model that sells five types of gold products in various weights and updates its transaction settings daily based on international gold prices. Until now, convenience stores faced limitations in handling high-priced products due to inventory burdens and theft risks, but the gold vending machines have opened a safe sales channel not only for gold bars but also for various precious metal items such as commemorative coins.

Convenience stores also act as a bridge to find one’s other half in life. GS25 partnered with the marriage information company Gayeon to launch a marriage counseling connection service. Promotional materials with QR codes for counseling applications are posted around store cash registers, and customers wishing to use the service can simply scan the QR code on the promotional materials available in the store to apply for counseling. The process then involves consultation with Gayeon’s professional managers, leading to final membership registration.

An instant photo specialty shop-in-shop located at Emart24 Jamsil All-Star store. (Photo by Emart24)

Recently, instant photo booths have been introduced to replace photo studios. Emart24 recently launched a store combined with a 6-pyeong (approximately 19.8 square meters) unmanned self-studio called ‘Inspoto,’ inspired by the MZ generation’s (Millennials + Generation Z) culture of enjoying simple, stylish photo shoots in self-studios. Customers can freely create various images in the independent photo booth space and use various props provided in the store to take instant photos.

Tire replacement services like those at vehicle repair shops are also available. Emart24 partnered with Kumho Tire to launch the ‘Torororo’ service. Through this service, customers can rent tires at reasonable prices and receive various aftercare services such as tire rotation and wheel alignment to ensure a safe driving environment.

For foreign tourists, convenience stores serve as travel agencies. CU, in collaboration with the Seoul Tourism Foundation, offers a tour pass. Launched in 2016, this pass is exclusively for foreigners and provides free admission to major Seoul tourist attractions, discounts at duty-free shops and airports, and unlimited access. The free admission sites include the Four Major Palaces, Jongmyo Shrine, N Seoul Tower, Lotte World Adventure, COEX Aquarium, and about 60 other locations. The pass also includes one-time use of the Airport Railroad, Seoul City Tour Bus, and a 24-hour bike rental (Ddareungi). For travelers’ convenience, currency exchange services are available at about 170 stores in the metropolitan area, and car-sharing services are provided at about 20 stores in the Hanam area.

Simple registration services and civil document printing are also possible. Emart24 offers a pet registration service platform called ‘Pawpet’ and animal registration agency services. Customers receive a dedicated animal registration link via the contact information they provide, and by entering pet photos and delivery addresses, registration is completed. Pet information is officially registered daily at midnight in the relevant district office’s animal registration system, and the external wireless identification device ‘Pawchip’ is delivered to the desired location. Seven Eleven offers civil document printing services. The service covers basic civil documents such as resident registration certificates, family relation certificates, as well as government24, Hometax, and court registry documents including building registers, vehicle registration certificates, business registration certificate reissuance, income verification certificates, and real estate registrations.

Professor Lee Eun-hee of Inha University’s Department of Consumer Studies analyzed, “Convenience stores are moving toward providing all services desired by the local community and customers based on their high accessibility. They aim to offer differentiated services to consumers, encourage visits, and thereby promote the purchase of other products.”