GS25, a convenience store operated by GS Retail, on the 23rd presented the spread of the "Actionable Consumer" as this year's consumption trend. An actionable consumer is a shopper who actively searches according to purchase purposes and frequently engages in execution‑type buying behavior that responds immediately to consumer benefits.
GS25 said that, based on the "Our Neighborhood GS" app and the integrated membership GS ALL, an analysis of 2025 customer data found that a consumption pattern combining information searches premised on purchases and rapid execution has strengthened.
Last year, search views on the Our Neighborhood GS app rose 24.3% from a year earlier, and inventory checks increased 71.1%. As "verification‑type searches," where users search for products, confirm stores with stock, and then visit, became routine, the app's monthly active users (MAU) also surpassed 4 million.
Behavior of signing up and purchasing immediately when benefits were available was also observed. During the preorder period for "Daisy Ale," new sign‑ups to Wine25 Plus increased by more than 500% compared with usual. After launch, the number of customers checking inventory exceeded 100,000.
Execution‑type consumption was also evident in IP collaboration products. The "carrot gimbap," a tie‑in with "Culinary Class Wars Season 2," sold out immediately after preorders opened, and merchandise from a collaboration with virtual idol "Plave" also sold out within 15 minutes of release. All 30,000 units of exclusive merchandise for the popup were sold.
In 2026, GS25 plans to strengthen the O4O consumption experience that leads from search to sign‑up to purchase by combining app‑based service upgrades—such as pickup, preorder, and inventory checks—with differentiated products, IP collaborations, and participatory benefits.