[Distribution Hot People] A Convenience Store App Like Never Before... Full of Game Content

Emart24 App Development Took 14 Months
Game Released Using Convenience Store Products
Game Rewards Linked to Stores

Park Hyerim, Partner of Emart24 Platform Marketing Team.

"Our biggest goal was to create a differentiated application (app) that had never existed before. So, we incorporated game content and paid a lot of attention to visualizing it in a form other than the typical list type."

On the afternoon of the 26th, Park Hyerim, a partner of the Platform Marketing Team, whom we met at the Emart24 headquarters in Seongdong-gu, Seoul, said, "It took about 14 months from planning to development of the app. I thought it would be meaningless to create an app similar to other convenience stores. By incorporating games, customers would stay longer on the app and use other services as well."

The Emart24 app allows users to enjoy games such as making lunch boxes, brewing espresso coffee, finding differences, and space delivery. Park explained, "We wanted to create games using products that remind people of convenience stores, such as lunch boxes, triangular kimbap, and coffee, and collaborated with Grampus, who developed a cooking game called My Little Chef. We also added easy games because we thought making games might be difficult for the elderly."

Rewards earned from the games can be used at both online and offline stores. Park said, "When you complete missions given in the game, you receive gold and rubies. Gold can be used to purchase game items, and rubies can be exchanged for coupons. We operate a weekly ranking system from 1st to 100th place to stimulate customers' competitiveness and provide coupons based on their rankings."

Membership non-fungible tokens (NFTs) linked to the app are also a differentiating factor. Park introduced, "If you link NFTs made with the Wondungi character by logging into the app, you can receive costumes and discount benefits. We sold a total of 10 types. For example, the Coffee Wondungi NFT provides three free Americanos, and the Rice Wondungi NFT gives three 1,000 KRW discount coupons every month."

This app renewal created a virtuous cycle connecting to offline stores. Park emphasized, "Within just over two months since the app opened, the daily active users tripled compared to the same period before, and last month's game users increased more than tenfold compared to the previous month. Regarding coupons, as game reward acquisition became active, an average of 7,000 and up to 10,000 coupons are used daily."

Emart24 plans to continuously update the games and user environment within the app. Park said, "We are listening to feedback from customers and experts about the app and continuously making adjustments. As for games, having only the existing ones might be boring. We plan to keep adding games according to the season and products on sale."