GS Retail (007070) said on the 4th that both customer payment value and the number of event participants increased following joint marketing between its home shopping unit GS Shop and its supermarket chain GS The Fresh. Since late last year, the two companies have expanded synergy between affiliate channels by running joint events, including the integrated promotion "15Days."
GS Shop and GS The Fresh have carried out events such as the integrated marketing campaign "15Days" since late last year. Under the campaign, all customers who spend 10,000 won or more using GS Pay at either GS Shop or GS The Fresh from the 1st to the 15th of each month receive 5,000 GS Points.
To participate in the event, customers must apply separately each month through the Our Neighborhood GS and GS Shop apps. The two companies designed the joint marketing after noting a shared characteristic: both home shopping and supermarkets have a strong base of female customers in their 40s and 50s. As a result, the number of "15Days" participants in July this year increased 50% from December last year, when the event first began. Payment value also rose 41%. The increase is attributed to the expansion of cross-purchasing customers who use both GS Shop and GS The Fresh.
"GS Shop and GS The Fresh are encouraging customers to use both channels through joint marketing and are achieving cross-purchasing results," a GS Retail official said.
