I Went to a Big Mart on Purpose... But the Convenience Store Near My House Is Cheaper? [Heotdari Economy]

(51) Convenience Store Benefits, Monthly Changing Discounts Are Worthwhile

Editor's NoteMany people thought they were engaging in smart economic activities to get better deals, but it often turned out to be a misstep. When consumers are deceived by corporate marketing or blinded by momentary gains and make wrong decisions, they end up being the ones who suffer. We aim to examine economic activities where people misjudge everyday situations and make costly mistakes.

Let's break the prejudice that large supermarkets sell goods cheaper than convenience stores near your home. Due to the impact of high inflation, convenience stores have entered a fierce competition for ultra-low price sales. They are strengthening their own brand (PB) product lines at affordable prices and applying promotions such as 1+1 deals and brand-specific app payment discounts. Consumers can now purchase necessary items cheaply at convenience stores near their homes without having to go to large supermarkets far away or order delivery.

Inside the convenience store. Photo by Yonhap News

Monthly Changing 1+1 and Bonus Gift Promotions Offer Great Benefits

We accessed the official websites of convenience stores to compare prices. GS25 offers discounts on a wide range of items including food, ingredients, toilet paper, laundry detergent, and fabric softener, while CU focuses its discounts mainly on instant foods such as ramen, beverages, and dairy products.

For example, GS25 was selling Sase Buffalo Galbi Wing Pack (220g), which is priced at 13,800 KRW for two packs on Emart Mall, at 7,900 KRW under a 1+1 promotion. Condition Stick (18g, pack of 10) was 28,000 KRW on Emart Mall but sold for 19,500 KRW at GS25 with the 1+1 deal. Additional 10% discounts are available when paying with GS Pay or POP card. The same product is also under a 1+1 promotion at CU. However, the discount rate may vary depending on the type of card used for payment.

I searched for the same product on Emart Mall and Our Neighborhood GS. Emart Mall, Our Neighborhood GS app

Peach Dinazime Deep Clean Detergent (1L refill) is sold at a 2% discounted price of 6,762 KRW on Emart Mall, but GS25 offers two bottles for 11,900 KRW under a 1+1 promotion. Shampoo, lip balm, and other items are also sold at prices cheaper than large supermarkets thanks to discount events and payment method benefits.

Even Greater Discounts When Using Dedicated Apps

GS25 and CU each operate their own dedicated apps, 'Our Neighborhood GS' and 'CU Pocket,' respectively.

'Our Neighborhood GS' categorizes services into GS Pay, quick commerce, membership, wine smart order, My Fridge (for storing bonus items), clearance discounts, and pre-order sales. By linking telecom memberships (LG U+, KT), GS&POINT, and GS Pay in advance, users can enjoy discounts, earn points, and make payments all at once. Exclusive 1+1 deals, bonus gifts, and 10% discounts are available only when paying with GS Pay. Adding credit card benefits makes the savings even more substantial. For example, purchases made with Hyundai Card allow payment of 20% of the amount with M Points, and Samsung U Card users can use over 1,000 points for payment. Additionally, using My Fridge lets customers comfortably collect promotional products. When buying 1+1 or 2+1 items, customers can take one item on the spot and store the rest in the fridge, which can be retrieved later at any GS store.

A GS25 representative explained that by utilizing GS Pay, they are creating customer convenience and a lock-in synergy that connects online and offline stores (lock-in refers to the phenomenon where customers continue to use a particular product or service without switching to others). They also mentioned that ongoing high inflation has led them to continue discount and bonus gift promotions to ease customers' shopping burdens.

Through CU Pocket, customers can access 1+1 promotions and periodic campaigns called 'Super Sale.' Recently, CU partnered with Naver Pay and Shinhan Card to launch a CU-exclusive credit card. A CU representative explained, "Purchasing with the CU-exclusive credit card offers about a 20% discount, and PB products receive special discounts of up to 60%."