Emart's First 'Future-Type Store'... Innovation in Food Retail

Wolgye Branch to Reopen on the 28th
Expanding Grocery Store
Increasing Experiential and Ready-to-Cook Stores
Significantly Strengthening Dining Brand Stores

[Asia Economy Reporter Lim Hye-seon] The future-oriented store 'Emart Town Wolgye Branch,' which consolidates 27 years of Emart's distribution know-how, will open on the 28th. It is the first renewed store following CEO Kang Hee-seok's 'New Emart Business Restructuring,' who took office in October last year. CEO Kang has set a plan to renew more than 30% of the existing 140 Emart stores.

The Wolgye branch analyzed customers' offline store visit purposes and optimized the shopping space and product composition to reorganize the store into a complex mall type, a 'store where customers want to stay longer.' The 'Emart Town Wolgye Branch,' with a total floor area of 19,173㎡ (5,800 pyeong), expanded the grocery store from the existing 3,636㎡ (1,100 pyeong) to 3,966㎡ (1,200 pyeong). The non-food store was drastically reduced from 11,900㎡ (3,600 pyeong) to 1,652㎡ (500 pyeong).

◆Grocery Store Innovation= The Wolgye branch strengthened the grocery store into an 'experiential,' 'customer-customized,' and 'information-providing' store that only offline stores can offer. Reflecting the food trend of a significant increase in ready-to-eat meal consumption, the ready-to-cook (deli) store was greatly expanded in the grocery space. While it is common to place a fruit store at the entrance of Emart stores, Emart Town Wolgye placed a deli store featuring traditional popular foods such as dumplings and fish cakes, as well as famous restaurant dishes, at the forefront.

Also, focusing on lifestyle changes where customers, mainly single-person households and people in their 20s and 30s, prefer buying side dishes rather than cooking at home, the 'Osaek Bapsang' side dish zoning was introduced. The 'Order Made' service was also launched. Order Made is a service in the livestock and seafood corners that fulfills customers' desired thickness, shape, and trimming style. Customers can receive personalized services through the Order Made service.

The processed daily goods store was organized into specialized stores by category. At the center of this is the 'liquor store.' Emart opened a 208㎡ (63 pyeong) 'Wine and Liquor' shop at the intersection of fresh food, processed food, and living zones. A 'large beer refrigerator' capable of refrigerating all beers was also installed.

◆Reducing Non-food Stores and Launching 'The Town Mall'= The non-food store was efficiently compressed. The non-food store ratio is about 8.5% of the total area. The 'Baby Integrated Store' consolidated dispersedly displayed baby products to enable 'one-stop shopping.' This reflects that the number of Mom Kids members at the Wolgye branch is 1.8 times higher than the average of all stores, and the monthly average sales are nearly twice as high. Premium kitchenware brands such as Fissler, Silit, and Royal Copenhagen were also introduced in large numbers.

'The Town Mall' was opened in the space where non-food was reduced. The existing 3,636㎡ (1,100 pyeong) leased store expanded to 13,553㎡ (4,100 pyeong). Emart said, "The phrase 'going to the mart to dine out' no longer sounds awkward," as food and beverage brands were significantly strengthened. Representative stores include the brunch cafe 'Cafe Mamas,' the famous Japanese home-style brand 'On Gijeong' from Garosu-gil, and the Chinese restaurant 'Maerangbang.' The food court 'Elephant' installed 16 single seats considering the increasing number of solo diners.

You can also find the 760㎡ (230 pyeong) 'Arc N Book' and the 747㎡ (226 pyeong) children's playground 'Bounce Trampoline.' Lee Jae-beom, the Wolgye branch manager, said, "The Wolgye branch has transformed into a complex shopping mall system of Emart Traders, Emart, and The Town Mall," adding, "It is meaningful as a store that suggests the direction large marts should take."

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