Gradual Rollout of Services in Major Commercial Districts by Year-End
Focus on Building 'Personalized Consumption Experiences' for Teens and Twenties
Olive Young announced on April 25 that it will gradually expand its 'experiential beauty service' to approximately 100 medium- and large-sized stores located in major commercial districts nationwide by the end of this year. The company aims to maximize the attractiveness of its stores and provide customers with a differentiated shopping experience by spreading experiential content based on its beauty expertise.
The experiential beauty service will be introduced sequentially, starting with the 'Seohyeon Jungang' store on April 30, followed by the 'Cheongju Ochang' and 'Wonju Musil Jungang' stores in May, and the 'Beomgye Town' store in June. Olive Young plans to actively expand the service to major stores outside the Seoul metropolitan area, ensuring that its unique customer experience, characterized by 'discovery shopping,' is consistently provided nationwide.
A person undergoing skin analysis using the 'SkinScan' device installed at Olive Young Hapjeong Mecenatpolis store. Provided by CJ Olive Young.
The nationwide expansion of experiential beauty services is in response to the trend among customers in their teens and twenties who seek 'personalized consumption experiences.' According to a customer survey conducted by Olive Young, 97% of respondents indicated they would be willing to use stores more frequently if experiential elements were introduced.
In fact, the experiential services introduced at Olive YoungN Seongsu have become essential killer content for experiencing K-beauty and have established themselves as a key driver behind the 'open run' phenomenon. As of this month, the purchase conversion rate among customers who used the 'SkinScan Pro (scalp and skin analysis)' service was 78%, which is significantly higher than the 43% conversion rate among those who did not use the service.
Through the experiential beauty service, customers can explore solutions tailored to their skin concerns based on the results of scalp, skin condition, and personal color analysis. If professional consultation is desired, store staff utilize the customer counseling app 'SELLY,' installed on their portable PDA devices, to recommend products that match the customer's skin condition and personal preferences, considering factors such as ingredients, skin type, and formulation.
Olive Young is also focusing on strengthening the capabilities of its store staff. Drawing on the expertise of beauty consultants at Olive YoungN Seongsu, the company is developing manuals to ensure the same level of experiential service is provided at stores nationwide and is operating training programs for staff based on these manuals.
An Olive Young representative stated, "We are expanding experiential beauty services to major stores nationwide so that more customers can experience the retail innovation of Olive YoungN Seongsu," adding, "We will continue to innovate our services to provide a 'hyper-personalized' shopping experience that reflects each customer's values and preferences."
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