Convenience Store Chain Integrates Lifestyle Content and Gaming for Points Accumulation
Convenience store chain CU has unveiled a new reward content platform called ‘CU PLAY,’ a comprehensive upgrade to its app tech services within its e-commerce application, Pocket CU. This innovative platform allows customers to earn CU points by engaging with lifestyle-oriented content, including mini-games, step tracking, fortune-telling, and missions.
The accumulated points can be used as cash at any CU store nationwide and through the Pocket CU app. Pocket CU, operated by CU, serves as a central hub for various convenience store-related functions. Through the app, customers can check product inventory at nearby stores, pre-order popular items, and arrange for pick-up. It also consolidates features like membership point accumulation and usage, discount coupons, and new product information.
Engaging New Content Features
A key new content offering within Pocket CU is ‘My Own CU,’ a simulation game where customers manage a virtual convenience store alongside the CU character, ‘Keiru.’ Players can fill shelves and collect gold by participating in mini-games, enhancing their overall experience.
Another feature, ‘CU Walking,’ functions as a pedometer service that rewards users with points based on their daily step count. CU plans to gradually introduce additional benefits, such as offering extra rewards for visiting specific CU stores designated as destinations.
For customers deliberating over lunch options, personalized recommendation content is also available. The ‘What Should I Eat Today?’ service offers menu suggestions and rewards with minimal user participation. Based on the recommendations, it also provides information on popular CU products and items tailored to individual preferences.
Mission-based content, linked to the core functions of Pocket CU, is also in operation. Customers can earn ‘Podo’ by utilizing features like checking inventory, viewing new product information, and making pre-orders. These ‘Podo’ can then be exchanged for CU points.
Additionally, the platform offers a variety of interactive content, including ‘CU Oracle,’ which features simple games like OX quizzes and fortune quizzes, and ‘Today’s Fortune,’ a daily fortune-telling service.
Launch Promotion and Future Vision
To commemorate the launch of these services, CU is running a promotion for the first 10,000 users who agree to use the content services, offering up to 1,000 points.
Park Byung-ho, Head of BGF Retail’s Online Platform Team, stated, “CU PLAY is an app tech service designed to ensure that the very act of using the convenience store can lead to rewards for our customers.” He added, “Moving forward, we will continue to develop Pocket CU into a lifestyle-integrated platform by offering differentiated services that leverage CU’s unique strengths.”
