"After Starbucks, Department Stores" Shinsegae Expands Synergy Between Baseball and Core Business

SSG Landers uniforms featuring Shinsegae Department Store's character 'Poovilla and Friends' (Photo by Shinsegae Department Store).

[Asia Economy Reporter Yuri Kim] Following ‘Starbucks,’ ‘Shinsegae Department Store’ is collaborating with Shinsegae’s professional baseball team, ‘SSG Landers.’ This move accelerates the expansion of the ‘synergy between baseball and the core business’ that was announced at the time of the team acquisition.

◆Uniform Marketing Round 2

On the 24th, Shinsegae Department Store announced that it will hold ‘Shinsegae Day’ during the SSG Landers home games at Incheon SSG Landers Field on the 2nd and 3rd of next month. During this period, players will wear uniforms featuring Shinsegae Department Store’s character ‘Poovilla and Friends.’ The sleeve patch will feature ‘Chicor,’ Shinsegae Department Store’s beauty edit shop. The uniforms will be available for purchase only through pre-order during the three days of the games. Shinsegae Department Store stated, "On Shinsegae Day, we plan to combine our own characters and cosmetic brands with sports to provide a special experience and enjoyment to female fans and family-oriented fans, who make up more than 40% of the total professional baseball audience."

Previously, the ‘Starbucks Day’ held from the 21st to 23rd of last month received great response from baseball fans. The ‘Landersbuck’ uniforms, produced in a limited quantity of 500, sold out quickly both online and offline, making the Starbucks Day marketing a success. Due to high demand, SSG.com decided to sell an additional 300 ‘Landersbuck’ uniforms and hats each on the 25th.

◆From Baseball Stadium to Department Store

Events have also been prepared to guide fans visiting the baseball stadium to Shinsegae Department Store. All baseball fans visiting SSG Landers Field will receive discount coupons for Chicor.com, and customers who write cheering comments for SSG Landers will be given discount vouchers for the department store’s food court. If a home run ball hit by an SSG Landers player lands in the ‘Chicor Home Run Zone’ installed in the outfield, customers participating in the cheering comment event will receive sunscreen from Shinsegae Department Store’s own cosmetic brand ‘Onoma.’

Eco-friendly marketing will also be promoted. During Shinsegae Day, customers who receive electronic receipts at all Shinsegae Department Store locations will be given eco-friendly plogging bags engraved with the SSG Landers logo, limited to 2,000 pieces. Off-site marketing also draws attention. Emart24 plans to launch a beer named ‘SSG Landers Lager’ after the SSG Landers. Since beer is often associated with baseball, and especially in summer when more baseball fans seek beer, Emart24 explained that they decided to name it ‘SSG Landers Lager.’

The distribution industry expects Shinsegae Group to actively expand marketing efforts to enhance the ‘synergy between baseball and the core business.’ An industry insider said, "As Vice Chairman Chung Yong-jin of Shinsegae Group emphasized at the time of acquiring the team, efforts to create synergy with the core business from a business perspective will accelerate further," adding, "Eco-friendly events linked with ESG (environment, social, governance) management will also be conducted to enhance the group’s image."

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