Large Retailers Bet on Experiential Stores... Speeding Up Renovations

Emart to Renovate 4 More Stores by Year-End
Lotte Mart Sees 40% Sales Increase at Renovated Stores
Homeplus Introduces Kids Cafe and Swimming Pool Facilities

Lotte Mart Gimpo Airport Branch Cave-style Wine and Whiskey Store.

[Asia Economy Reporter Lim Chun-han] Large supermarkets are accelerating the renovation of aging stores. In particular, each company is focusing on providing customers with differentiated experiences beyond simple shopping spaces.

On the 19th, Emart opened six new stores this year, including Mokdong and Gyeonggi Gwangju branches, and plans to renovate four more stores by the end of the year. In the past two years, 28 renovated stores have all recorded double-digit sales growth rates. For example, the Gyeonggi Gwangju branch, renovated last May, saw sales increase by 25% from June to August compared to the same period last year. Emart is reorganizing customer-centered spaces to emphasize experiential elements and increase customers' dwell time. Representative examples receiving positive responses include ‘Arc N Book,’ which combines books, lifestyle shops, and dining spaces, and ‘Bounce Trampoline,’ a playground for children.

Lotte Mart has been renovating seven stores including Gimpo Airport and Jeju branches since the beginning of the year, and plans to open four new stores including Songdo branch. Currently, renovated stores have seen sales and visitor numbers increase by 40% respectively compared to the same period last year as of the 15th of this month. At Gimpo Airport branch, to capture wine demand in Seoul’s Gangseo area, a cave-style wine and whiskey store of about 331㎡ (approximately 100 pyeong) was created in the central Gold Zone of the food section. Considering Jeju’s characteristics as a region without department stores or outlets, the Jeju branch attracted department store-level fashion brands and upgraded its interior design.

Homeplus Masan Branch Kids Cafe Monster Park.

Homeplus has converted 12 stores into ‘Mega Food Markets’ so far and plans to renovate four more stores within the year. Homeplus has introduced kids cafes (2 locations), kids swimming pools (1 location), futsal parks (10 locations), smart farm cafes (1 location), and urban personal storage services (3 locations), resulting in a 28% increase in total mall sales last month compared to the same period last year. The kids cafe ‘Monster Park’ at the Gayang branch saw a 37% increase in users within one month of opening, and the Masan branch exceeded its sales target by 279%.

A representative from a large supermarket said, “We are presenting differentiated store strategies that all generations can share through multifaceted analysis of regional characteristics, consumer trends, and lifestyles,” adding, “We will continue to make various attempts to become a local hot place through unique shopping spaces.”

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