CU Rapidly Shifts Marketing Strategy from Heatwave to Rainy Season... "Makgeolli Discounts"

Focusing on Makgeolli Promotions in High Demand During the Rainy Season
Strengthening Delivery Services... Discounts Up to 7,000 KRW

CU, a convenience store operated by BGF Retail, has shifted its marketing strategy this month from focusing on the heatwave to targeting the rainy season. On July 15, CU announced that as the heatwave that continued until last week has turned into heavy rain this week, the company urgently convened an internal sales strategy task force (TF) and revised its July marketing strategy.

CU, a convenience store operated by BGF Retail, is shifting its marketing strategy this month from heatwave to the rainy season and is holding a discount event on Makgeolli during the rainy season. Provided by BGF Retail

At the beginning of this month, the heat was so intense that heatwave advisories were issued nationwide, and the sweltering weather continued day after day. However, as rain that started in the southern regions last weekend spread across the entire Korean Peninsula, rain is now forecast to continue throughout this week.

Accordingly, CU plans to focus on a Makgeolli promotion, which is popular on rainy days, until the end of this month. For 12 types of Makgeolli, including Kooksoondang Saeng Makgeolli, Jijangsu Saeng Makgeolli, Gapyeong Pine Nut Makgeolli, and Jipyeong Boneuidalbam, customers will receive a discount of 200 to 400 KRW per bottle when purchasing two or more bottles. For Jangsu Saeng Makgeolli, Dalbit Yuja Makgeolli, and Wolmae Rice Makgeolli, a discount of 250 KRW per bottle will be applied when purchasing four or more bottles.

Udo Peanut Makgeolli, Bamgab Makgeolli, Minari Ugok Saengju, Soonhee Makgeolli, and Ssalbabambabam Canned Makgeolli are eligible for a 20% discount when paid for with a partner card. Takol, Haechang, and Neurinmaeul Makgeolli can be purchased at up to 3,100 KRW off per bottle.

CU has also prepared promotions for side dishes that are often purchased together with alcohol. Discounts and free gift events will be held for a total of around 100 types of chilled and frozen side dishes, including gopchang (beef tripe), barbecue, chicken, and dumplings. This month, CU also plans to launch a new series of super value side dishes priced at 3,990 KRW.

Delivery services will be strengthened for customers who choose to stay home due to the rain. According to analysis by BGF Retail's Big Data Team, the number of CU delivery service orders during the rainy season over the past three years increased by 82.8% compared to clear days in the previous week. Accordingly, CU will expand the number of stores operating not only its own commerce app, Pocket CU, but also Baemin Store, Happy Order, Baedal Teukgeup, and Naver Jigeum Baedal. For purchases over 20,000 KRW, the discount event will be increased to a maximum of 7,000 KRW this month, up from the previous 3,000 to 5,000 KRW.

A BGF Retail representative stated, "As convenience stores are highly affected by the weather, we always respond quickly and flexibly with our product and sales strategies according to such changes," and added, "CU will more closely analyze customer purchasing trends based on the weather and will roll out customized products and promotions even more swiftly."