[Asia Economy Reporter Donghyun Choi] Hanssem announced on the 22nd that it held ‘Leaders Day’ at the Hanssem headquarters in Sangam-dong. Leaders Day was organized as a forum where all team leaders and above gather to review the past year and plan strategies for the coming year.
The first speaker, Park Haewung, Vice President of the Digital Transformation (DT) division, unveiled the blueprint for the integrated platform of Hanssem Mall and Hanssem.com, set to launch in February next year. The integrated platform will feature specialized home remodeling content and functions to manage the entire remodeling construction process. Hanssem plans to organically combine the integrated platform with offline infrastructure such as stores and dealerships. The goal is to bridge the information gap in the home remodeling market and enhance customer convenience and trust. From the second half of next year, DT work in the home furnishing business division will also be intensified.
Next, Shin Heesong, Head of the IT Division, stated, “Beyond building the platform, we will evolve into a genuine ‘living tech company’ by utilizing big data within the platform to advance business processes.” As platform operations become active, customer visits will increase and market big data will accumulate. This data will be used for decision-making and to improve organizational efficiency. The big data will also be utilized to enhance the platform. Hanssem plans to establish such processes to quickly respond to market changes and build a business model that minimizes the impact of market conditions.
Lee Jungmok, Head of the Rehouse Business Division, emphasized, “We will continue sustainable sales growth by expanding online and offline customer touchpoints and enhancing product and construction competitiveness to strengthen dealership competitiveness.” The integrated platform will include over 10,000 home remodeling construction cases and non-face-to-face 3D estimates to attract customers. Hanssem will nurture comprehensive construction contractors and transparently share the construction process on the platform to reinforce responsible construction. This is an attempt to strengthen the ‘Infinite Responsibility Remodeling’ system, which Hanssem directly manages from information search to after-sales service (AS).
On the product side, Hanssem plans to launch a ‘partial construction package product’ early next year, which enhances the competitiveness of single items such as Milan and Euro kitchen, bathroom, and building materials products and allows construction without moving. To respond to market contraction, Hanssem will expand customer touchpoints through O2O (Online to Offline). The plan is to increase the inflow of highly engaged customers actively seeking remodeling information to raise contract rates. Accordingly, Hanssem plans to support dealerships in expanding online touchpoints by expanding partnerships with major e-commerce and real estate platforms.
The Home Furnishing Business Division will focus on realizing an ‘omnichannel’ approach. The core is to present consistent messages to customers through linkage among various sales channels such as stores, online, mobile, and social networking services (SNS).
Hanssem will also strengthen brand competitiveness. Following this year’s launch of brand marketing for ‘Four Season Mattress,’ next year it will promote the launch of a separate brand for recliner sofas. Stores will be renewed into experience-centered stores with specialized zones for each region and category, moving away from the existing multi-product display structure.
Kim Yoonhee, Head of the Home Furnishing Business Division, said, “Until now, it was difficult to check the actual products online and also hard to find offline products online. Through DT, we will naturally connect online and offline while providing differentiated customer experiences by region and category.”
Kim Jintae, CEO of Hanssem, said, “Despite the difficult environment this year, Hanssem has steadily progressed following the set direction, which will bring about changes that complete a new business model. Starting with today’s Leaders Day and continuing active discussions to expand company-wide consensus on future changes, I believe that next year we will achieve more meaningful changes and developments than this year.”
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