'Our Neighborhood GS' App Hits Record High in Users... "Pickup Service and Last-Minute Discount Usage Up"

GS Retail announced that the number of users of the 'Our Neighborhood GS' app reached an all-time high as of last month. As more consumers seek practical spending options, the frequency of usage for key services such as 'pickup service' and 'last-minute discounts' has increased significantly. The company aims to further enhance these services and grow into the leading everyday lifestyle platform that comes to mind first for consumers.

Due to high inflation, the use of last-minute discounts on the 'Our Neighborhood GS' app has significantly increased this year. Provided by GS Retail.

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According to GS Retail on December 11, the monthly active users (MAU) of the 'Our Neighborhood GS' app reached 4.31 million in November, setting a new record. This figure surpassed the 4.2 million recorded the previous month and represents nearly threefold growth compared to the app’s launch in October 2022. It also marks a 16% increase compared to the end of last year, demonstrating the steady success of GS Retail’s O4O strategy, which focuses on lifestyle-integrated services.

An analysis of this year’s app usage data shows that the most frequently used feature was QR payment. The ability to make fast payments and automatically accumulate membership points, along with the option to register accounts or cards with GS Pay, allows users to enjoy various discounts and additional rewards at GS25 and GS The Fresh, resulting in the highest usage rate.

The second most utilized feature was the search service. This is attributed to the growing demand among consumers in their teens and thirties, who are accustomed to using apps, to quickly check and secure desired inventory. The most searched keywords this year were Pixelly, Jeon Unnie, Ice Brulee, eggs, Blue Archive, and Anseongjae Highball. In addition, customer participation features such as the 'pickup service' for in-store collection, 'My Refrigerator' for storing and claiming promotional gifts, and attendance-based prize events also showed high engagement.

Notably, the features with the largest increase in usage frequency were the pickup service and last-minute discounts. Usage of these services rose by 36.3% year-on-year in November, driven by savings on delivery fees and additional benefits offered for pickups. The use of last-minute discounts, which allow customers to purchase fresh food (FF) nearing its expiration date at reduced prices, increased by 33.4%. This trend is interpreted as a response to ongoing high inflation and lunchflation, with consumers seeking more practical spending and greater value for money in food choices.

GS Retail plans to further upgrade the 'Our Neighborhood GS' app as a platform focused on convenience and benefits. In particular, the company intends to strengthen the rapidly growing pickup service and last-minute discount offerings in line with the latest trends of practical and novelty-seeking consumption. Pre-order items, including IP collaboration products and limited-edition items, will continue to be expanded. Additionally, Wine25Plus, the industry’s largest smart order platform handling over 10,000 types of alcoholic beverages, will continue to introduce a variety of special and limited-edition products, including wine, whisky, and traditional liquors.

Jeon Jinhyuk, Head of O4O at GS Retail, stated, "The Our Neighborhood GS app has established itself as a core platform that seamlessly connects every aspect of convenience store use, from payment to shopping and benefits. We will continue to enhance service convenience and benefits, focusing on the most-used features, to become the leading lifestyle platform that comes to mind first in everyday life."

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