Emart24 Selects 'RABBIT' as This Year's Keyword

Providing Differentiated Value Again Next Year

Emart24 Year-End Settlement Keyword RABBIT. (Photo by Emart24)

[Asia Economy Reporter Lim Chun-han] Emart24 announced on the 29th that it has selected ‘R.A.B.B.I.T’ as its keyword for this year. R.A.B.B.I.T stands for ▲Replacement (substitution of dining out due to price increases) ▲App (launch of an innovative mobile application) ▲Bottle (popularity of various alcoholic beverages) ▲Baseball (baseball marketing) ▲Interaction (customer communication) ▲Tech (technological advancement).

This year, with the ongoing high inflation, cost-effective products were popular. Lunchboxes priced between 4,000 and 5,000 won, and triangular kimbap and kimbap priced between 1,000 and 4,000 won received great responses from customers burdened by rising food costs. In fact, fresh food sales from January 1 to December 27 increased by 41% compared to the same period last year.

In November, Emart24 launched an original mobile app connecting online and offline through bold innovations rarely seen in the distribution industry. The app imprints the Emart24 brand, products, and marketing through games, and allows users to exchange earned rewards for discount coupons usable at offline stores.

Due to the increase in ‘home drinking’ caused by COVID-19, alcoholic beverage sales, which recorded record highs, continued to grow with double-digit increases this year. In addition to beer and soju, Emart24 strengthened its offerings of wine, whiskey, craft beer, non-alcoholic beer, and premium soju, establishing itself as a nearby alcoholic beverage purchasing platform.

Emart24 collaborated with SSG Landers to carry out social contribution and marketing activities. On the 8th, at Incheon SSG Landers Field, Emart24 and the SSG Landers baseball team donated 32.96 million won raised from the ‘Strikeout Donation Campaign’ to the Incheon Community Chest of Korea. The ‘Kim Kwang-hyun KK Lunchbox,’ composed only of the side dishes favored by SSG Landers player Kim Kwang-hyun and named after him, was sold and gained popularity.

Emart24 attempted communication by providing customers with new experiences in a completely different way from before, and these efforts are evaluated to have played a positive role in building a differentiated Emart24 image. Emart24 held six pop-up stores this year alone, with cumulative visitors exceeding 100,000.

Emart24’s Smart COEX store, first introduced last year in partnership with Shinsegae I&C as the industry’s first, has become more refined this year and continues to advance technologically. Despite being a test store, the Smart COEX store, which is open to all general customers rather than being closed, employs Shinsegae I&C’s retail tech including artificial intelligence (AI), computer vision, sensor fusion, voice recognition, and cloud POS to implement automatic payment technology.

An Emart24 official said, “This year, convenience stores have established themselves as nearby shopping channels and received great love from customers,” adding, “In the Year of the Rabbit, we plan to move more swiftly with RABBIT as the keyword to provide differentiated value to customers and make this year a step forward.”

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