Shinsegae Department Store Dresses for Autumn... Gifts Flowers to Customers and Decorates Rooftop with 'Pink Muhly'

[Asia Economy Reporter Seungjin Lee] Shinsegae Department Store will hold an event called "Travel, Discovery of Memories" from the 9th to the 15th, during which customers visiting the stores will receive potted flowers and other gifts, and be introduced to places within the department store where they can feel the autumn atmosphere.

Shinsegae Department Store recently purchased 10,000 chrysanthemum flower pots to convey the feeling of autumn, aiming to comfort customers who have been staying home for a long time due to the resurgence of COVID-19 and to support flower farmers.

During the event period, customers who purchase over 100,000 KRW using Shinsegae affiliated cards can receive the flowers on a first-come, first-served basis at the gift event venues across all Shinsegae Department Store locations.

Along with the autumn flower giveaway event, emotional marketing has been prepared so customers can feel autumn not only through their eyes, nose, and mouth but also through their ears.

First, the store music, which was mainly pop songs and Korean ballads, will be newly changed. Collaborating with famous pianist Yoon Han, about 3,000 carefully selected songs including chanson, jazz, and electronic music that best suit the department store have been arranged so that customers can listen to the most fitting songs by genre, time of day, weekdays and weekends, and sections such as women's and men's fashion.

For example, a customer in their 20s visiting the Young Fashion specialty section at Times Square branch at 2 p.m. on a weekend can listen to the electronic pop song "Fireflies," while a customer visiting the Daegu Shinsegae food court at the same time can hear Louis Armstrong's "Hello Dolly."

Notably, as the sales proportion of customers in their 30s, the core customer base of Shinsegae Department Store, increased by about 2% compared to last year, the overall music atmosphere has been made trendier.

The soft scent conveying autumn can also be experienced throughout all Shinsegae Department Store locations for a month. The scent marketing, which was introduced earlier in March to welcome spring, was so popular that many customers requested its reintroduction through the "Voice of Customers" communication channel.

Accordingly, Shinsegae Department Store plans to provide an autumn scent experience to customers visiting the department stores, focusing on entrances such as escalators and elevators, until November 8. The scents, prepared in collaboration with a fragrance specialist company, include pine, wild grass, and cosmos, expected to offer "healing" to department store customers.

The rooftop garden of the department store will also transform for autumn. The 11th floor S Garden of Shinsegae Department Store Gangnam branch will be changed into a "Pink Muhly" garden, famous for its pink grass, until November 30. It has been prepared so visitors can enjoy the autumn sky and beautiful night views in the city while appreciating the representative autumn Pink Muhly.

On the outdoor first floor of the Hanam branch, a food truck fair introducing foods from around the world will be held. This event allows people to safely enjoy a travel atmosphere even in the city.

Seonghwan Lee, Executive Director of Sales Strategy at Shinsegae Department Store, said, "We planned this event so that customers exhausted by COVID-19 can safely feel autumn in the city," adding, "We will lead lifestyle trends by revitalizing customers' subdued daily lives and making every effort to provide a safe shopping environment."

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