Homeplus Online: 6 out of 10 Customers Repurchase... Loyal Customers Double

Homeplus Express Immediate Delivery Up 265%

[Asia Economy Reporter Lim Chun-han] Homeplus Online is showing significant growth in the increase rate of regular customers, number of orders, and repurchase retention rate.

According to Homeplus on the 1st, as of the end of last month, the number of online 'Black Plus' tier customers increased by 135% compared to 2019, and the number of orders from customers in this tier also rose by 152%. The Black Plus tier applies to customers who have spent 300,000 KRW or more in the previous month and have made purchases three times or more.

The online customer repurchase rate is also rising sharply. Currently, the repurchase retention rate over six months reaches 60%, showing an upward trend each year from 52% in 2019, 54% in 2020, to 58% in 2021. Homeplus analyzes that it is achieving a 'lock-in effect' by introducing systems that form the basis of customer experience and maximizing convenience.

Last month, Homeplus introduced the simple payment service Homeple Pay system. Homeple Pay surpassed 43,000 subscribers within a week of its launch, and the proportion of customers using this payment method exceeded 25% of all customers. Efforts to strengthen product competitiveness also contributed to securing loyal online customers. The main products driving customer sales were food and daily necessities. In fact, Canadian pork, premium Korean beef sirloin, premium Koshihikari rice, and fresh special eggs ranked among the top-selling items last month.

Homeplus Express's 1-hour instant delivery sales grew by 265% from March to July this year compared to the same period last year, receiving great customer response due to fast delivery and differentiated price competitiveness. Homeplus was the first in the industry in 2002 to introduce the direct delivery method based on mart infrastructure. Among the total 463 stores, about 80% are operated as online logistics hubs, including 114 Homeplus Mart stores and 251 Homeplus Express stores.

Lee Tae-shin, Executive Vice President and Head of Homeplus Online Business Division, said, “We are accelerating the securing of growth engines with unique know-how and operating systems accumulated over 20 years of experience,” and added, “We will strengthen benefits and expand services so that online customers can have the best shopping experience.”

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