Convenience store CU said on the 29th it will roll out a new membership service linking online and offline called "Running Members." By integrating the running platform "Runday" with CU's own app "Pocket CU," it combined running records with benefits.
Customers who join Running Members can receive a voucher to exchange a 500 mL bottle of water once a day upon completing a run, and if they run 3 km or more, they can join a roulette event that offers ion drinks, protein bars, CU points, and discount coupons. In addition, upon reaching an accumulated distance of 100 km, they can convert benefits into 100 points per 1 km.
An early-bird event will also run through the end of this month. For customers who complete at least one run after joining, Garmin smartwatches and running gift boxes will be offered by drawing, and through the 30th of next month, customers who link a Runday account will receive an additional voucher to exchange bottled water.
A running challenge program will also run alongside. It will award 2,000 points and 5,000 points upon reaching accumulated distances of 20 km and 50 km, respectively, and will additionally award 1 million points each to the first 10 customers to reach 100 km and the first customer to reach 300 km.
A "Hyper Challenge" linked with Hypershell, which has a presence in the in-store collaboration zone, will also be held. Every participant who attempts to shorten their record while wearing Hypershell will receive a mobile gift card, and actual products will also be offered by drawing.
Earlier, on Feb. 28, CU unveiled the industry's first signature store with a "Running Station" concept (CU Hangang Yeouido No. 3) near the Han River in Yeouido, Seoul. CU analyzed data for about one month after the store opened (March 1–26) and found that, compared with regular stores, sales of protein drinks rose 161.5%, sports/ion drinks 286.3%, energy bars 101.1%, and clothing items such as towels 125.9%.
CU is operating a total of four running-specialized stores, including the signature store. On the 1st of next month, it will add 15 more stores near Han River parks, including Magok, Mangwon, Apgujeong, Oksu, Ttukseom, and Jamsil, to build a running base network.
BGF Retail CX Head Lee Eun-gwan said, "Through operating the Running Station, we identified runners' usage patterns and demand," adding, "Through programs that link stores and membership, we will develop it into a lifestyle sports platform that covers the entire running process."