SSG.com Adds 'Gourmet Content' to Online Grocery Shopping, Tripling Sales

SSG.com announced on the 20th that an analysis of cumulative sales data from its content-linked shopping promotion ‘Hipstaurant’ revealed that sales during the event period increased more than threefold compared to usual. This is interpreted as the result of a combination of popular restaurants, content, and promotions.

Hipstaurant is a shopping content that introduces popular restaurants trending on social networking services (SNS) and links events where related restaurant meal kits (RMR) can be purchased together. It was first launched last July alongside the launch of the shopping video curation service ‘SSG.TV’. One of the reasons for its popularity is the increased attention from offering payback benefits to customers who enter upon reaching the target sales volume.

The most well-received event was the ‘Hipshleung Valentine’ edition held this month. Ahead of Valentine’s Day, dessert products from handmade chocolate shops ‘Trituba’ and ‘Guau Chocolat’, as well as the premium dessert brand ‘Noted’, were introduced, resulting in a 25-fold increase in sales compared to usual. Products introduced through the promotion continued to grow weekly by around 20% even after the event. In particular, sales of representative meal kit products such as Pad Thai and Tom Yum Goong from the Michelin Guide-selected restaurant ‘Tuk Tuk Noodle Thai’, and Jambon Beurre from the charcuterie specialty store ‘Sogeumjip’ approximately doubled. The average spending per customer also increased by about 25%. It was found that most customers added Hipstaurant-introduced products, which were not originally planned for purchase, to their shopping carts. In a promotion introducing Korean beef from the premium grocery store ‘SSG Food Market’, the average spending per customer also nearly doubled.

Kim Beom-su, head of curation at SSG.com, said, “Hipstaurant is establishing itself as a key touchpoint where trendy restaurant popular menus can be easily ordered,” adding, “We will continue to plan various shopping content to provide a differentiated shopping experience unique to SSG.com.”