Emart24 ups the booze to capture solo drinker market
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Convenience store chain Emart24 will expand its alcohol selection tenfold at around 500 branches this year, the brand said Wednesday. The products will be offered using the shop-in-shop model with 120 products, including wine, whiskey and micro-beers, displayed in a dedicated corner. Three to six racks will be added at each outlet to hold the products.
The company explained the efforts are motivated by the rise of solo drinkers, those who enjoy a few drinks after work as opposed to drinking in larger groups.
The reduction of the workweek to 52 hours and changing lifestyles, which prioritize work-life balance, have further driven up the number of solo drinkers. Before the announcement, the convenience store tested the shop-in-shop model at 19 branches for two months from November. Sales of wine, craft beer and whiskey increased 20-fold. Overall sales at these 19 branches doubled.
Emart24 said it plans to expand the shop-in-shop concept to products other than alcohol in the future. It is considering fresh food and imported snacks.
Questions & Answers
Q.How many Emart24 branches will see an expanded alcohol selection this year, and by how much will the product range increase?
How many Emart24 branches will see an expanded alcohol selection this year, and by how much will the product range increase?
Emart24 plans to expand its alcohol selection tenfold at approximately 500 branches this year. Each participating store will offer 120 products in a dedicated shop-in-shop corner.
Q.What was the observed impact of the alcohol shop-in-shop model during its trial period on sales figures?
What was the observed impact of the alcohol shop-in-shop model during its trial period on sales figures?
During the two-month trial at 19 branches, sales of wine, craft beer, and whiskey increased 20-fold. Overall sales at these 19 branches also doubled over the period.
Q.What factors has Emart24 identified as driving the increased demand for their expanded alcohol offerings?
What factors has Emart24 identified as driving the increased demand for their expanded alcohol offerings?
The company attributes the demand to a rise in solo drinkers, people who enjoy drinks after work. This trend is further fuelled by the 52-hour workweek reduction and changing lifestyles prioritising work-life balance.