Convenience stores offer exclusive items to attract customers

[Courtesy of 7-Eleven]

South Korean convenience store chains are offering exclusive products such as high-end whiskeys and sports cards to attract consumers.

Emart24 announced on Tuesday that it will exclusively sell girl group STAYC’s first full-length album, “Metamorphic,” until July 7.

The album comes in two versions: Standard and Platform. Customers who pre-order the album at Emart24 will receive an additional exclusive STAYC photo card, with one of six possible designs included at random.

The strategy behind selling idol group albums in convenience stores is a mutually beneficial arrangement between the convenience stores and the entertainment industry.

The main customer base of convenience stores overlaps with K-pop idol fanbases, driving fans to the stores while allowing entertainment companies to distribute albums nationwide through these retail outlets.

GS25, another major convenience store chain, is offering a limited edition of the Glenfarclas Family Cask series, a prestigious sherry cask whiskey brand, exclusively through its Wine 25 Plus service.

The collection includes Glenfarclas vintages from 1985, 1994, 2004, and 2008, with only 60 bottles available. Since the launch on June 7, the Glenfarclas 2004 has already sold out.

Meanwhile, 7-Eleven has been running an exclusive sports card marketing campaign since September 2023.

The store has launched KBO Pro Baseball Collection Cards on Wednesday, featuring a total of 140 players from 10 teams, including stars like Ryu Hyun-jin and Choo Shin-soo, as well as 10 legendary players such as Lee Seung-yuop and Lee Jong-beom.