Shinsegae Department Store Launches 'Five Senses Marketing' to Support Flower Farmers and Soothe Minds Weary from COVID-19

[Asia Economy Reporter Seungjin Lee] Shinsegae Department Store will hold an event giving away flower pots at all its stores until the 22nd.

Shinsegae Department Store stated, "We prepared this event to help flower farmers who have recently fallen into difficulties and to deliver the energy of spring to customers tired of staying at home."

Recently, due to the novel coronavirus disease (COVID-19), entrance ceremonies at schools nationwide have been postponed, and there has been an increase in cases of weddings being delayed. Additionally, demand for flower gifts during Valentine’s Day and White Day, which were the main occasions for giving flowers, has decreased, causing this year’s flower farmers’ sales to plummet by 70% compared to the previous year.

In response, Shinsegae Department Store purchased all 10,000 flower pots from flower farms in Gimpo and Seongnam, Gyeonggi Province, to support local coexistence. This is not only to help farmers going through difficult times but also to convey hope to customers.

The flowers Shinsegae Department Store gives to customers are three types: freesia, hyacinth, and anise hyssop, each characterized by bright colors such as yellow, white, and pink, and fresh fragrances. During the event period, customers can receive them at the gift event venue when purchasing over 10,000 KRW with a Shinsegae affiliated card.

Along with the spring flower event, Shinsegae Department Store will offer customers the spring season through ‘five senses (五感) marketing’ that delights the eyes, nose, mouth, and ears.

First, all Shinsegae Department Store locations will have a fresh and sweet scent that evokes spring for a month. The scent includes sandalwood, green tea, and jasmine flower, known as the ‘queen of scents.’ Jasmine flower scent is excellent for antioxidants and stress relief, making it the most suitable fragrance for ‘healing.’

Shinsegae Department Store plans to place green scents mainly at store entrances such as escalators and elevators to provide customers with a spring scent experience and help relieve stress accumulated from boring indoor life.

The store music, which was mainly pop songs and Korean ballads, will also be newly changed for a month. Shinsegae Department Store collaborated with the Seoul Arts Center to select 20 classical music pieces that will be played at all stores. Keywords such as ‘energy,’ ‘refreshing,’ and ‘happy’ were chosen to match spring and provide psychological stability.

Representative pieces include 'Beethoven Symphony No. 6 Pastorale, 1st Movement' and 'Peer Gynt Suite No. 1 Morning Mood,' and a one-minute preview is available via smart messages.

Spring-themed beverages have also been prepared. Until the 31st, coffee made with 'Cherry Blossom' beans will be served at all Shinsegae Department Store members bars and VIP lounges. Cherry Blossom beans are well-known as spring-limited beans offered by famous cafes and are mainly enjoyed in spring.

Lee Seonghwan, Executive Director of Sales Strategy at Shinsegae Department Store, said, “We planned this event to deliver hope and the bright energy of spring to customers tired of indoor life,” adding, “We will lead lifestyle trends by revitalizing customers’ daily lives, which have been subdued, and by making every effort to provide a safe shopping environment.”

This content was produced with the assistance of AI translation services.