11th Avenue, 2040 'female' increase after membership reorganization

11th Street offers VIP benefits to customers who frequent 11th Avenue. As a result of reorganizing 'Membership System' in March, The number of customer orders has increased by 18% and the average monthly order amount has increased by 7%.

First of all, the main achievement of this reorganization is that VIP members who are in the '20s ~ 40s' have significantly increased their VIP membership and found new growth momentum. The number of customers with VIP memberships increased by 71% in their 20s, 71% in their 30s, and 48% in their 40s.

After the restructuring (Jan), sales of 'daily necessities category' including 'processed food', 'fresh food', 'living', 'leisure', '

On March 11th, 11th Avenue, which reflects the characteristics of mobile shopping with a large number of purchases, 'Membership', which reduces the amount of orders and 'purchases' so that more customers can enjoy VIP benefits, Institutional restructuring '.

In addition, by increasing the number of 'coupons' issued per membership,

Membership system of 11th Street (last 3 months) is divided into VVIP- 20 purchases & more than KRW 400,000, VIP- 10 & 200,000 KRW purchases, Family- 5 cases & more than KRW 100,000 purchases, and Welcome- 1 or more purchases.

Analysis of operating performance before and after the reorganization of the 11th Avenue membership system ▲ The number of customers who purchased 'Welcome' (more than one purchase), which is the activation index of new and inactive customers, was 114% The number of orders from VIP members (VVIP, VIP) increased by 18%, and the average monthly order amount of customers with VIP memberships increased by 7%.

In addition, we opened the 'VIP Club' corner, which is available only to VIP customers who frequent 11th Avenue, and sells products selected by MD, including 'Movie and Musical Invitation Tickets' We have created a new 'Loyalty Program' for our customers. As a result, 'VIP Club' sales are growing at an average rate of 400% per month.

SK Corporation's 11th Avenue member Kim Moon-woong said, "Looking back at the four-month performance of the 11th Avenue membership system, customer experience and shopping habits that frequently experience various benefits of 11th Avenue are an important marketing point We will make a loyalty program that will be based on customer characteristics so that we can meet the diverse needs of our customers. "

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