photo = Yonhap News
Amid the global logistics crisis, Indonesia’s palm oil export ban, and Russia’s invasion of Ukraine, large-scale supermarkets are opening large-scale discount events one after another to catch customers. As the new coronavirus infection (COVID-19) lifted the distance, expectations for a re-opening (resuming economic activity) are expected to add vitality to offline consumption, which has been sluggish. The sales strategy has been reorganized through aggressive offline marketing such as discounts.
According to related industry sources on the 1st, Homeplus will intensively discount various ingredients that will be placed on the family table from the 28th of last month to the 4th of this month in celebration of Family Month in May. First of all, various kinds of melons and watermelons are sold at discount prices through the ‘First Melon & Watermelon Festival of the Year’. If you pay muskmelon, white porcelain melon, and beksul melon with 11 event cards, you will get a 3,000 won discount, and if you purchase more than 30,000 won, you will receive an additional 3,000 won gift certificate.
Homeplus will also offer livestock, fisheries, and vegetables at reasonable prices, such as discounting up to 50% of Korean beef, suitable for home parties for the month of the family. On the 30th of last month, a 50% discount on Nonghyup safe Korean beef for My Homeplus membership members, and a 40% discount on the 1st to 3rd days. On the 6th and 7th, 20 kinds of meal kits can be purchased at half price if paid with a specific event card.
At a large mart in downtown Seoul, models are introducing ‘Hanwoo discount event for Family Month in 2022’. /yunhap news
Lotte Mart will also hold a discount event focusing on fresh food until the 4th. 30% discount on all items of Korean beef, one of Korea’s most prestigious brands, such as ‘Jirisan Korean beef’ and ‘Gangwon Korean beef’, for LPoint members. Pasture-fed meat in Tasmania, a clean area in Australia, will also be sold at a 30% discount to members until today. Seafood is also sold at a discount. King Crab can be purchased at a 30% discount when paying with an event card. Eggs, which have recently skyrocketed in price, can also be purchased at discount prices. The ‘Pulmuone 1+ Grade Full of Healthy Eggs’ (large eggs, 15 servings) is sold at 6,990 won for L Point members.
E-Mart is offering 40% discount on all Korean beef items for one week from the 28th of last month. Barbecued Beef Pork Belly (1kg) and Chuck Eye Roll (600g) are sold at a 30% discount of 15,316 won and 10,416 won. Boneless frozen pork belly (1 kg) is sold at 9,980 won, a 3,000 won discount. Among aquatic products, 30% off domestic shrimp (large, 6), 50% off Yeonggwang oysters, and 20% off domestic trimmed squid.
An employee is preparing a tasting at a large supermarket in downtown Seoul. /yunhap news
Recently, large marts have also reopened tasting corners. It’s been about 8 months since it was completely stopped in July of last year. Homeplus started tasting at all stores (135) nationwide, and Lotte Mart is also operating tasting corners at all 112 stores. E-Mart also started tasting at 100 out of 135 stores.
With discount sales and tastings resumed, expectations for increased sales are high. This is because food accounts for more than 60% of sales at hypermarkets. Of these, the industry explains that tasting determines 20% of sales generated at the same store. An official from a large mart said, “The atmosphere of increasing customers is sensed as we aggressively conduct offline marketing in response to the recent re-opening of discounts and tastings.”
Ahn Hye-won, reporter at Hankyung.com anhw@hankyung.com
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