Homeplus Express, a corporate-type supermarket (SSM) now under the umbrella of Harim Group’s NS Home Shopping, has initiated a ‘Grand Opening Campaign’ in anticipation of the Chuseok holiday. This move comes just two months after the company officially launched its new corporate identity on June 22nd.
Revitalizing Operations with a Focus on Customer Value
The company is set to overhaul its store layouts and promotional materials, emphasizing three core customer values: ‘Freshness as a Masterpiece,’ ‘Delicious Prices 365,’ and ‘Reasons to Dine.’ This strategic initiative aims to enhance the shopping experience and attract customers during the crucial holiday period.
Commitment to Freshness and Quality
Homeplus Express is implementing enhanced standards for its fresh food offerings. For produce, detailed information regarding the origin, type, and ripeness will be clearly displayed. Chicken and duck products will be delivered to stores the day after production, ensuring peak freshness. Premium Korean beef (Hanwoo) and pork (Handon) will be managed under a strict temperature control system, maintained at or below 0°C from aging through to sale.
Price Stability and Value Offerings
To provide consistent value, eleven high-demand product categories will be offered at the same price throughout the year. Specific examples of this price commitment include bananas priced at 2,990 won per bunch, a selection of onions at the same price point, 300g of seasoned flying squid for 8,990 won, and 800g of frozen pork belly for 8,990 won.
Expanding Delivery Services and Observing Sales Trends
In a bid to improve convenience, Homeplus Express has begun a trial operation to extend the order cutoff time for its immediate delivery service in four stores. The cutoff has been pushed back by one hour, from 10 PM to 11 PM. This service, available in the vicinity of the stores, aims to cater to the growing demand for rapid grocery fulfillment.
Company performance indicators show signs of recovery. Comparing the four weeks prior to the acquisition (May 24 – June 22) with the most recent four weeks (August 1 – 28), sales increased by 161% and customer numbers by 172%. However, sales for the immediate delivery service and for rice and mixed grains in the same period of 2024 have not yet fully recovered to previous year’s levels, standing at approximately 80% and 91% respectively.
Currently, Homeplus Express operates 284 stores across the country.
Chuseok Holiday Promotions
In preparation for the increased demand during the Chuseok holiday, Homeplus Express is running a special discount event until September 9th. Key promotions include a 50% discount on top-grade Hanwoo sirloin. Additionally, 3kg of West Sea flower crab will be available for 29,700 won, and 10kg of Goheung glutinous rice for 37,900 won.
Future Vision: A Leading Grocery Platform
Jo Hang-mok, CEO of Homeplus Express, expressed the company’s strategic direction. “By combining Harim Group’s commitment to food-centric values with NS Home Shopping’s operational expertise, we aim to establish a leading platform for the grocery sector, particularly focusing on the nearby grocery market,” he stated. This vision underscores a commitment to leveraging synergies between the parent companies to create a robust and customer-focused retail environment.
