[Asia Economy Reporter Jeon Jinyoung] GS Retail announced on the 14th that its online grocery shopping platform GS Fresh Mall will launch the 'Baro Delivery' service.
The Baro Delivery service, which will be introduced starting the 15th, is an O4O (online-to-offline) based service where customers order products through the GS Fresh Mall application (app) and receive immediate delivery from the supermarket GS The Fresh. To provide customers with fresher products more quickly, the company is launching a 1-hour Baro Delivery service utilizing GS The Fresh stores, going beyond the existing 'Prime Delivery' service through online-only centers.
GS The Fresh stores will transform into 'semi-dark stores' that operate as both retail outlets and logistics hubs to support Baro Delivery. GS Fresh Mall also revealed a plan to initially open the Baro Delivery service at about 140 GS The Fresh directly operated stores by the end of this year, then expand it fully to include all stores, including franchises.
The service can be accessed through the newly established Baro Delivery menu within the GS Fresh Mall app. When a customer places an order, the information is sent to a GS The Fresh store within a 4km radius of the customer's designated delivery address, and product preparation begins immediately. Afterwards, a delivery person delivers the prepared products to the customer within approximately 1 hour.
An Byeonghoon, head of the GS Fresh Mall business division, said, “The newly launched Baro Delivery is the first collaborative model introduced after GS Retail reorganized its digital commerce business to strengthen business capabilities and create synergy. Through collaboration with GS The Fresh, we will enhance GS Fresh Mall’s delivery capabilities with Baro Delivery and accelerate O4O linkage and synergy creation that can significantly boost GS Retail’s business competitiveness.”
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