'Coway Gallery' Scheduled to Open in Ulsan, Busan, and More
Coway is aggressively expanding its offline experience stores. This is to allow customers to directly try out products while simultaneously enhancing communication with them. Until now, these offline experience stores, primarily established in the metropolitan area, will be expanded to provincial regions in the future.
On the 7th, Coway announced that it will soon open brand experience and sales stores called 'Coway Gallery' in Ulsan and Busan. So far, Coway has operated five Coway Galleries only in Seoul and the metropolitan area, including Gangnam Nonhyeon Branch, Guro G Tower Branch, Giheung Living Power Center Branch, Yongsan I'Park Mall Branch, and Suwon Mangpo Branch. Starting with Ulsan and Busan, the company plans to expand to major metropolitan cities and other provincial areas.
Coway has conducted sales mainly through door-to-door methods, operating offline stores on a limited basis. The sales organization maintained directly managed showrooms or entered large supermarkets for distribution. The Coway Gallery, which began opening in earnest last year, is differentiated by being a space where anyone can directly operate and try out products. In addition to product experience, Coway's policy is to utilize these spaces as community hubs for the local area.
The most recently opened Suwon Mangpo Branch in Yeongtong-gu, Suwon City, is the largest Coway Gallery, with approximately 990㎡ over two floors. It is designed to resemble an actual living space, featuring a kitchen, master bedroom, bathroom, and entrance, allowing customers to experience using Coway products in daily life. Visitors can freely try environmental appliances such as water purifiers and air purifiers, as well as mattresses and massage chairs.
This operation of Coway's offline experience stores is also contributing to improved performance. In the first quarter of this year, domestic environmental appliance business sales increased by 3.7% year-on-year to 580.4 billion KRW, driven by strong sales of water purifiers and the sleep brand 'Birex,' led by smart mattresses. It is explained that customer satisfaction is high because they can try the products firsthand before purchasing. A Coway representative said, "To expand customer experience opportunities and communication and provide a differentiated brand experience, we plan to continuously expand offline stores reflecting the gallery identity."
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