"Fresh Competitiveness" Homeplus Online, Regular Customer Sales Increase by an Average of 30%

Supermarket-Based Delivery and Professional Pickers
Evaluated for Competitive Advantage in Fresh Food

Homeplus Online announced on the 18th that the number of regular customers and regular customer sales from January to March this year increased by an average of 30% compared to the same period last year.

Analysis of the shopping carts of regular and new customers showed that new customers had a higher proportion of baby and children's products compared to regular customers, while regular customers accounted for about 45% of fresh food. The proportion of fresh food among customers who started as new customers and became regulars also recorded 37%.

A customer is shopping on the Homeplus online application (app).
Photo by Homeplus.

This trend was also observed in the purchase patterns of Homeplus Signature, the private brand (PB) products. New customers tended to consume mainly confectionery and beverages, whereas regular customers had a 12% higher proportion of fresh foods such as milk, tofu, and bean sprouts.

Homeplus viewed its strategy to strengthen fresh food competitiveness as having a positive impact on securing regular customers. They explained that the use of 'Mart Direct Delivery,' which utilizes the nearest large Homeplus mart to the delivery location as a logistics hub instead of a separate logistics center, and the method where experienced housewife employees (pickers) select delivery items, served as competitive advantages.

In particular, growth among customers in their 20s was remarkable, with the number of regular and new customers in their 20s increasing by 7% and 15%, respectively, compared to March last year. During the same period, sales from regular and new customers in their 20s also grew by 15%, showing a growth trend. There was also a notable feature that the number of male regular customers increased by 35%, and male regular customer sales increased by 37% during the same period.

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