Emart to Relaunch Liquor Order Service "Winegrab" on the 27th

Renewal Launch of Liquor Smart Order Service 'Winegrab'
7,000 Types of Wine and Whiskey Now Available at Emart and Emart Traders
"Strengthening Liquor as a Core Offline Category"

Emart announced on the 26th that it will renew and launch the liquor smart order service 'Winegrab' on the Emart App on the 27th.

Winegrab is a smart order service that allows customers to order wine, whiskey, and other alcoholic beverages through the Emart App and pick them up at an Emart store on their preferred date. The number of alcoholic beverage products can vary by up to eight times depending on the store, but with Winegrab, customers can order products not available at their local store. The service was launched in August 2022.

Emart announced on the 26th that it will renew and launch the liquor smart order service 'Winegrab' on the Emart App on the 27th. Photo by Emart

Emart plans to expand all aspects of Winegrab, including pickup locations, categories of alcoholic beverages, and the range of available products. First, pickup locations have been expanded from Emart stores to include both Emart and Emart Traders. The number of available products has increased significantly from about 2,600 types of wine and whiskey to about 7,000 types, now including wine, whiskey, mainstream liquors, and traditional liquors. In addition, Winegrab now provides wine ratings from Vivino, a global wine platform, to assist customers in making purchasing decisions. The Vivino ratings are based on a five-point scale, and only wines rated 3.6 or higher are featured.

The data-driven recommendation service and search features have also been enhanced. Personalized product recommendations based on integrated online and offline purchase data, as well as suggestions for similar products based on product attributes, help customers make easier choices. The search function now includes synonym-based recommendations and incorporates similar words and partial keywords, reducing failed searches and improving convenience.

A dedicated membership program will also be introduced. In the future, customers will be classified into tiers based on their Winegrab purchase and pickup history, with differentiated benefits provided accordingly.

Going forward, Emart plans to strengthen its liquor category, a key area of offline competitiveness. In fact, Winegrab sales have grown by an average of 20% per year, and customers in their 20s and 30s account for 40% of purchases. More than 50% of customers purchase additional items while picking up alcoholic beverages, which not only encourages store visits but also drives additional sales.

Ryu Yena, Head of Digital Strategy at Emart, said, "With this renewal, we expect customers to have more choices and greater convenience for liquor pickup," adding, "We will continue to improve the service level to strengthen our competitiveness in the liquor segment, which is a key pillar of offline retail."