Strengthening Personalized Services Including Membership Integration
Introducing Location-Based Customized Marketing
BGF Retail, which operates the convenience store chain CU, announced on August 26 that it has signed a joint marketing business agreement (MOU) with SK Planet, the operator of OK Cashback.
BGF Retail's Oh Junghoo, Head of Strategic Innovation Division (left), and SK Planet's Kim Kyosu, Head of Business Division (right), are taking a commemorative photo for the MOU. Provided by BGF Retail.
Through this agreement, the two companies plan to combine their business capabilities to maximize marketing synergy, attract new customers, and enhance service satisfaction by focusing on membership integration, strengthening customer benefits, and data-driven customer relationship management (CRM).
As a result, customers will be able to sign up for both companies' memberships through each company's application, and a feature allowing simultaneous accumulation of CU Points and OK Cashback will be provided. Customers will be able to enjoy various benefits through both apps without any additional procedures.
Membership benefits between CU and OK Cashback will also be enhanced. CU will offer an exclusive discount promotion for the first time in the industry through OK Cashback's premium service, "OK Club." During the "O Day" promotion held on specific dates, customers can receive up to a 30% point discount when paying with OK Cashback. In addition, CU-exclusive coupons will be expanded within the OK Cashback app.
Utilizing SK Planet's data assets, the companies will introduce location-based personalized marketing for customers. For example, when a new CU store opens, CU coupons will be provided to nearby residents, and during the summer vacation season, CU coupons will be issued to customers around major tourist destinations such as Gangwon Province, where the number of tourists increases. This differentiated, data-driven marketing approach will be implemented going forward.
Oh Jeonghoo, Head of Strategic Innovation Division at BGF Retail, stated, "Through this agreement, we will leverage our combined marketing capabilities to provide customers with new experiences and differentiated membership benefits. Going forward, BGF Retail will continue to expand its role as a hub for consumer lifestyles by collaborating with various industries in marketing initiatives that go beyond the boundaries of convenience stores."
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