GS25 is transforming missed search queries into a valuable driver of product innovation, leveraging user data from its mobile app to identify and introduce new alcoholic beverage offerings. (Image provided by GS Retail)
SEOUL, April 21 (Korea Bizwire) — South Korean convenience store chain GS25 is turning missed search results into a powerful tool for product innovation, using customer data from its mobile app to identify and launch new alcoholic beverages.
GS25 announced Sunday that it has been analyzing “search failure” data from its app Our Neighborhood GS, particularly within its Wine25Plus platform. When users search for products that are either unavailable or discontinued, GS25 logs the failed keywords, frequency, duration, and trend patterns.
The company then cross-references this data with trends on social media and online communities to identify promising new offerings.
One such success is Cheongmyeongju, a traditional Korean rice wine crafted by master brewer Han Myung-seok. GS25 launched a limited batch of 1,200 bottles through Wine25Plus, which sold out in just four days.
Another recent example is the rosé wine Château d’Esclans Whispering Angel, which gained popularity after being mentioned by a celebrity. It was identified as a high-potential item based on search failures and officially released on April 3.
“Failed search terms are an important indicator of hidden demand,” said Jeon Jun-young, manager of the Wine25Plus division at GS Retail, which operates GS25. “We plan to continue harnessing data to rapidly respond to our customers’ evolving preferences.”
Ashley Song (ashley@koreabizwire.com)
