More treasures from K-Developedia; SHINSEGYE Department Store, Seoul, Korea : “Fifty-ONE DAY MARKETING STUDY”, September 13 to November 2, 1966

Shinsegye in Centum City Busan, the largest department store in the World http://bit.ly/1GbYqha and the The first and main building of Shinsegye Department Store in Jung-gu, Seoul http://bit.ly/1Gyar2E

SHINSEGAE Department Store is the largest and oldest retailer in Korea and the first to introduce the concept of the department store to Korea in the 1930. Today it is expanded in 10 departments stores around the country, while the store in Centum City in Busan holds the Guinness World Record as the World’s largest department store. Its previous name was “Donghwa Department Store” and adopted its current name in 1963. The 60’s was the Store’s a decade of transformation and expansion. It was not an easy road.

The front page of the “Fifty-ONE DAY MARKETING STUDY” http://bit.ly/1K2vTPV

In 1966 an American Marketing Researcher was invited by KPC(Korea Productivity Center) and together with the local Marketing KPC Staff contacted a “Fifty-ONE DAY MARKETING STUDY” to trace the reasons of  sales difficulties at the Store. At that time there was only one store (in Chungmuro 1ga, Jung-gu, Seoul) and its leased departments. The American Marketing Researcher after examining for 55 days every aspect of the department store(conducted surveys, met the management and staff, examined the advertising policies and visited all other competitor dep.stores), presented the above Marketing Study.
Among the issues defined were the difficulties of the customers to reach the department store (“this is alarming..” ), the inefficient operation of the leased departments, the advertising campaign that should be changed and focused on the radio and not on the newspapers, the exterior design, the lack of English signage for foreigners etc.

some of the main issues identified in the study

The whole of this historic marketing study can be be found and downloaded in K-Developedia resources database http://bit.ly/1K2vTPV  In its pages includes many treasures of how marketing policies were seen those years and the points identified.

A coincidence of not, at the same year a pedestrian overpass in front of the Shinsegae was inaugurated. Photo can be seen in K-Developedia http://bit.ly/1Cjkgxv
Korea Productivity Center kpc.or.kr

Opening ceremony for a pedestrian overpass in front of the Shinsegae department store in 1966

http://bit.ly/1Cjkgxv

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