We use cookies to give you the best personal experience on our website. If you continue to use our site without changing your cookie settings, you agree we may place these cookies on your device. You can change your cookie settings at any time but if you do , you may lose some functionality on our website . More information can be found in our privacy policy.
Please provide more information.
Stylus no longer supports Internet Explorer 7, 8 or 9. Please upgrade to IE 11, Chrome, Safari, Firefox or Edge. This will ensure you have the best possible experience on the site.
Retail
Published: 18 Jun 2013

Emart’s Flying Store Promo Taps into Anywhere Retail, Korea

Extra

Earlier this year, South Korean discount chain E-Mart deployed a fleet of ‘flying stores’ around Seoul as part of a retail promo aimed at the city’s time-pressed workers.

Addressing the fact that South Koreans work the longest hours in the world, the retailer teamed up with marketing agency Cheil Worldwide (which co-masterminded UK supermarket Tesco’s virtual stores on Seoul’s subway system in 2011*) to encourage consumers to shop from the E-Mart site while in transit. E-Mart’s truck-shaped balloons – branded with the company’s bright yellow signature colour palette – were each equipped with a wi-fi router that provided free internet access as they floated through shopping malls, trains and other public spaces. Shoppers could quickly connect to the wi-fi hotspots via their mobiles to download the E-Mart app and purchase items immediately from its mobile site.

During the month of the promotion, downloads of E-Mart’s app rose to 50,000 while its mobile sales more than doubled. The retailer also felt the benefits of this campaign offline, as coupons downloaded from the balloons drove a sales increase of 9.5% in its stores.  

The high penetration of mobile devices (against PC ownership) in Korea means its population is especially well-primed for this mode of shopping. When Tesco tapped into this market with its 30 *digital pop-up ‘walls’ in Seoul’s subway and bus stops, the associated app amassed 1.1 million downloads over a two- to three-month period.

For more on this subject, look out for the Virtual Stores & Media Facades section of Stylus’ upcoming industry trend Anywhere Retailing, publishing next month.

Also see Anywhere Retailing: Nomadic Retail for more on a new wave of agile store formats that retailers are devising to appeal to consumers on the go – from evolving commuter shops to drive-thrus and vending machines.

E-Mart

Cheil Worldwide

RELATED REPORTS

Updated
Related
© 
PANTONE®TPX
COATED
RAL
RGB
HEX
NCS