Increased Sales Through Traditional Market Digitalization... Positive Effects Among Middle-Aged and Older Adults

2022 Start of Sojinkong-Kakao Win-Win Project
Comparison of Card Sales Amounts for Markets Participating in Dangol Market

It has been revealed that sales increased through the digitalization of traditional markets.

Promotional materials for Dangol Market, jointly promoted by the Small Enterprise and Market Service and Kakao [Photo by Small Enterprise and Market Service]

The Small Enterprise and Market Service (SEMAS) announced on the 4th that the sales growth rate of 101 traditional markets participating in the 'Dangol Market' project, jointly promoted with Kakao, was 3.09%. During the same period, the sales growth rate of other stores located in the same administrative district (control group) was 0.35%, confirming the net effect of the Dangol Market project as 2.74%.

In terms of consumption changes by generation, positive effects were observed especially among middle-aged and older adults who are relatively vulnerable to digital technology. Based on last year’s data, the growth rates by generation were 0.6% for those in their 30s, 0.5% for those in their 40s, 1.4% for those in their 50s, and 5.2% for those aged 60 and above.

To verify these results, SEMAS and Kakao, together with the Korea Distribution Science Association, studied changes in card sales and customer age groups over one year before and after the project by comparing data from 101 markets participating in the Dangol Market project from 2022 to 2023.

The Dangol Market, part of the ‘Project Dangol,’ is a win-win initiative started in 2022 by SEMAS and Kakao to digitally integrate traditional markets. The core of the project is to expand the relationship between traditional market merchants and customers online through platforms such as KakaoTalk channels. Merchants provide information about products they want to promote and discount events, and customers can easily receive this information on their smartphones.

Park Seong-hyo, Director of SEMAS, said, “Through the cooperative project with Kakao, the digitalization of traditional markets is being accelerated, which is leading to increased sales. Since April this year, the project has expanded from traditional markets to Dangol Streets, extending to local commercial districts and shopping streets, and it is expected to contribute to the revitalization of local commercial areas and shopping streets in the future.”

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