Homeplus "MZ Generation as Major Buyers" Drives Online and Offline Sales

Weekend checkout counters at Homeplus Mega Food Market Ganseok branch.

[Asia Economy Reporter Jeon Jinyoung] Homeplus has succeeded in targeting MZ generation (Millennials + Generation Z) customers, lighting a green light for sales as well. The 2030 generation has rapidly emerged as major spenders at Homeplus, playing a key role in driving sales.

According to Homeplus on the 19th, about two months after launching a brand campaign emphasizing youthful sensibility to celebrate its 25th anniversary, the number of 2030 MZ customers at Homeplus marts and online surged.

This is interpreted as the effect of the ‘Twenty-five Years Old Fresh Thoughts, Homeplus’ brand campaign, which was mainly carried out through YouTube and social networking service (SNS) channels. In fact, the brand campaign video featuring BLACKPINK’s Ros? and actor Yeo Jin-goo recorded about 9 million views, generating hot buzz on SNS.

The number of new customers in their 20s visiting Homeplus marts increased by about 30% compared to the previous year. In particular, customers aged 20-24 increased by about 60%, and those aged 25-29 increased by 20% compared to the previous year. Riding this trend, both the number of 2030 (ages 20-39) customers and sales rose by about 10%.

Especially, the Incheon Ganseok store, which rapidly rose to fame as a pilgrimage spot for bread lovers following a full renovation, quickly attracted 2030 customers, increasing the number of customers by about 40% during the same period. It is analyzed that young customers enthusiastically responded to the future-oriented mart ‘Homeplus Mega Food Market,’ which actively reflects the demands of the MZ generation. Additionally, 2030 customers increased by more than 10% on average at repeat stores such as Seoul World Cup store, Incheon Songdo store, Cheongna store, Jakseon store, and Inha store.

The 2030 customer attraction effect was even more pronounced for ‘Homeplus Online.’ The number of new 2030 customers visiting Homeplus Online surged by about 60%, and sales growth rate also jumped by about 50%. Moreover, the increase rate of 2030 customers was higher than that of overall customers across all categories, with notable performance in categories such as large home appliances, clothing, and innerwear. Accordingly, ‘Homeplus Online’ plans to continue attracting 2030 customers by holding the ‘MZ Jalal’ (meaning ‘knowing the MZ generation best’) event throughout April, which offers 25% mileage back on product prices when purchasing items recommended by MZ generation employees.

Thanks to this trend, new Homeplus customers increased by 60% in March alone compared to the previous year, and the average spending per visit of new customers was a remarkable 70% higher than that of existing customers. The sales proportion of ‘Member Special Price’ for My Homeplus customers also rose by 20%, with livestock products accounting for 70% of this, driving sales.

With the increase of young 2030 customers, Homeplus’s popular products have become trendier. Representative examples are the collaboration products ‘Cream Beer’ and ‘Sulbing Injeolmi Makgeolli’ launched last month. ‘Cream Beer’ (500ml/can/alcohol content 4.7%), inspired by the nostalgic original cream bread ‘SPC Samlip Cream Bread,’ sold about 17,000 cans in just one month. Reflecting the ‘Halmaennial’ (Halmeoni + Millennial) trend, ‘Sulbing Injeolmi Soonhee’ Makgeolli has recorded cumulative sales of 20,000 bottles from the 24th of last month to the 10th of this month, currently ranking first in Homeplus’s Makgeolli sales.

Jo Doyeon, Head of Homeplus Brand Division, said, “Thanks to the warm response to various 25-year marketing campaigns launched to celebrate the 25th anniversary across both online and offline channels, we were able to achieve success in attracting 2030 MZ generation customers.” She added, “We will continue to carry out innovative marketing for MZ generation customers to strengthen the image of a ‘younger Homeplus’ and secure loyal 2030 customers.”

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