GS25 announced on the 20th that it will analyze the 'search failure keywords' from the Our Neighborhood GS app to discover new hit alcoholic beverages.
'Search failure keywords' refer to keywords for which no results appeared when customers searched for products in the Wine 25 Plus section of the Our Neighborhood GS app, due to reasons such as lack of stock or discontinuation.
GS25 is utilizing search failure keywords as a key indicator reflecting customer demand, rather than merely as errors. It is employing a 'data-driven sourcing strategy' to identify products that customers genuinely want by interpreting their hidden needs.
GS25 collects search failure keywords and analyzes factors such as the search period, frequency, causes of failure, and trends in search volume. Additionally, it makes decisions on product introductions based on a comprehensive analysis of responses from social media and online communities.
This strategy aims to uncover customized products centered around demand by reflecting customer voices as much as possible.
GS25 emphasized that this strategy is significant as the Wine 25 Plus serves as a 'gateway' for new hit alcoholic products.
Wine 25 Plus is evaluated as creating a win-win structure for both customers and partner companies based on search failure keywords. Customers can easily access products that were previously difficult to find, and small to medium-sized partners can secure new sales channels.
One hit product that emerged from this initiative is 'Cheongmyeongju.' GS25 sold the Cheongmyeongju brewed by craftsman Han Myeong-seok through Wine 25 Plus, with a limited quantity of 1,200 bottles selling out in just four days.
The 'Chateau d'Esclans Whispering Angel,' which gained fame after being mentioned by a famous celebrity on YouTube, was also discovered through search failure keywords.