"Revitalized Homeplus" Online 2030 Members Increase by 53%

37% Share of 2030 Generation
Customized Delivery Prioritizing Convenience Effective
Increased Orders of Large Mart Meat and Supermarket Frozen Meal Kits

Homeplus Online Member Trends (Data provided by Homeplus).

Homeplus online membership surged by 53% in about a year. The 'customized delivery' and convenient payment strategies were evaluated as effective.

On the 13th, Homeplus announced that an analysis of Homeplus online membership by age group from February 17 last year to last month showed that the number of members aged 20-39 increased by 53% compared to the same period last year. Among all members, the proportion of those aged 20-39 reached 37%, indicating that more than one in three Homeplus online customers belong to the 2030 generation.

Homeplus analyzed that the rise of the 2030 generation customers was mainly due to the customized delivery service that allows orders according to individual schedules. The large supermarket's 'Mart Direct Delivery' service allows customers to order products before 2 p.m. and receive them at their desired time on the same day, and it is also possible to order today and specify the date and time 3-4 days later. Homeplus Express's '1-hour immediate delivery' service delivers within about an hour if ordered before 10 p.m. Customers can choose between 'Mart Direct Delivery' and '1-hour immediate delivery' on the Homeplus online application (app).

For the 2030 generation, Mart Direct Delivery orders were often placed between 9-11 a.m. and 9-11 p.m. for same-day dinner and next-day meals, while 1-hour immediate delivery orders peaked just before meal times at 11 a.m. and 4-5 p.m. By product category, 2030 customers purchased refrigerated foods mostly via Mart Direct Delivery and frozen foods via 1-hour immediate delivery. The growth rates of 2030 customers' Mart Direct Delivery orders were 116% for refrigerated sauces, 106% for meal kits, 88% for pork, and 73% for refrigerated condiments (easy-to-cook condiments). Thanks to the popularity of the Dangdang series, orders in the deli category more than doubled. The growth rates for 1-hour immediate delivery orders were 744% for frozen meal kits, 703% for frozen seafood, 207% for ice, and 103% for ice cream.

The simple payment service 'Homeple Pay,' introduced in August last year, also influenced the targeting of younger customers. Since its introduction until the 31st of last month, 33% of customers who paid with Homeple Pay were in their 20s and 30s.

The delivery and payment system designed for convenience led to an increase in loyal customers and repurchase rates. In January, the highest membership tier of Homeplus online, 'Black Plus,' saw a 52% increase in customers in their 30s and a 25% increase in customers in their 20s compared to the previous month. The overall customer repurchase rate also rose, reaching 68% as of November last year.

Jo Hye-young, Director of Homeplus Online Marketing Headquarters, said, "As a result of aiming for 'convenient and easy shopping' to capture the young generation representing the Lazy Economy phenomenon, the proportion and repurchase rate of 2030 customers increased. We will continue to strengthen our grocery shopping service capabilities and online delivery competitiveness with a customer-centric approach."

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