"Young Homeplus" Buyer Age Down to 3.6 Years ↓... Online Sales Double Growth

3.6 Years Younger Over 5 Years... Fresh Processed Foods & Daily Goods Sales Up 110%, Large Home Appliances Up 1000%
"Strategic Placement of MZ Buyers & Trend Reflection... Leading to Sales Increase and Customer Attraction"

Homeplus, an in-house organization led by MZ generation employees, 'Plus Changer'.

Homeplus announced on the 17th that its strategy of expanding MZ generation (Millennials + Generation Z) buyers, who are sensitive to trends, to target MZ generation customers is proving effective. With MZ generation buyers playing active roles in product planning and marketing, online sales have more than doubled, the company explained.

As of the end of April, Homeplus said the average age of its buyers was 35.4 years, which is 3.6 years younger compared to five years ago in 2018. As they focused on strengthening online competitiveness, online sales grew by about 120% during the same period.

By placing buyers of the same generation in product categories suited to the single-person household trend, a popular living style among the MZ generation, such as ▲home living ▲daily necessities ▲food, they led sales growth. The average age of buyers in the home living category dropped by 5.9 years, and sales in this category increased by 70% over five years. Sales of daily necessities, where the average buyer age decreased by 7 years, rose by 110% during the same period. Five years ago, Homeplus launched the premium private brand (PB) 'Homeplus Signature Wet Tissue' priced at 1,000 won, inspired by the frequent use of wet tissues among single-person households, which has become a representative popular product.

Riding the trends of home-cooked meals and home drinking, food products also made significant progress. Fresh processed food items, including deli ready-to-eat meals and frozen/refrigerated convenience foods, increased by 430% and 110%, respectively. Deli products are cooked and easy to eat, and their portion sizes are suitable for one person, which led to high demand from MZ generation customers. The fresh processing team is the youngest team within the product division, with an average employee age of 30.1 years.

The alcohol team, whose buyers are 3.6 years younger than five years ago, also saw a 30% increase in sales. Trendy collaborative products such as 'Sulbing Injeolmi Soonhee Makgeolli' and 'Cream Beer' gained popularity.

With the prolonged COVID-19 pandemic increasing time spent at home, sales of clothing and large home appliances also surged. Thanks to the popularity of homewear and one-mile wear, the clothing category's sales skyrocketed by 7,840%, and large home appliances such as TVs, washing machines, and refrigerators increased by 1,000%.

Shin Yoonseop, head of Homeplus’s organizational operations team, said, "Thanks to the active roles of buyers in their 20s and 30s, who have emerged as the main force at Homeplus, we were able to meet the expectations of MZ generation customers, who have become major shoppers." He added, "We plan to fully support MZ generation buyers who will lead the company's future, not only to boost customer attraction but also to strengthen the young image of Homeplus."

Meanwhile, Homeplus has launched internal organizations such as 'Plus Changer' and 'Culture Ambassador,' led by MZ generation employees, to innovate its organizational culture.

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