SEOUL, Nov. 18 (Korea Bizwire) — A retail company is engaging with so-called ‘manias’ as part of its marketing strategy, as they are rising as new major consumers capable of offering useful advice for product development.
Homeplus Co., a South Korean hypermarket chain operator, plans to hold a ‘Club Week’ until November 27, during which special offers on meat, beer, wine, pet, and other products are provided to club members.
Homeplus, starting with a club for wine enthusiasts last year, now runs membership clubs in seven sectors including health and beer.
There are a total of 240,000 club members. The meat club, in particular, has attracted 30,000 members just 6 months since its establishment.
Homeplus is engaging with enthusiasts since they are willing to expand their consumption based on individual preferences and personality.
Whenever a coupon is distributed for each club, sales in the related category have typically risen by a maximum of 10 percent compared to average.
It also helps product development. Members of the beer club, for instance, offer advice for product development and marketing at regular tasting events.
“We plan to expand on our strategy to attract enthusiasts as part of our initiative to attract future potential customers through various cultural and experiential programs,” said Homeplus.
Ashley Song (firstname.lastname@example.org)