Kurly Shares 'Divide and Conquer' Strategy and One Team Collaboration Case in BeautyKurly Expansion

Kim Su-ji of the Commerce Planning Team shared a case in which the Divide and Conquer strategy was applied during the BeautyKurly expansion process to control project variables and increase the success rate. To solve the problem of variables increasing exponentially as project scale grows, the team adopted an approach of breaking down a large goal into smaller units and combining solutions.

Phased Launch Strategy

The project was divided into and carried out as a pre-open (test launch) and a grand open (official launch). During the pre-open stage, the focus was on creating the BeautyKurly space and expanding inflow, and based on accumulated data, the Beauty Profile feature—which collects personalization data such as cool tone and warm tone—was launched first. During the grand open stage, features that optimize customer exploration and purchasing experience, such as providing filters by price range and brand and highlighting photo reviews, were applied sequentially.

Main Screen Planning and Template Optimization

The main screen was designed according to three principles: creating 'space,' increasing 'inflow,' and optimizing 'sales.' To have BeautyKurly recognized not as a sub-service of MarketKurly but as a service of equal standing, nudge devices were used to encourage inflow. In addition, the existing Grocery template was changed into a beauty-specific one, introducing a shelf-styling approach that emphasizes detailed descriptions, and new template types such as magazine-style, brand bundles, and promotion bundles were developed.

One Team Collaboration and Retrospective Culture

To achieve company-wide goals, a collaborative structure connecting related departments such as marketing, branding, and logistics was built. Planners created synergy by adjusting feature priorities in consideration of the connectivity of the customer journey. For project retrospectives, the 'End with a win' principle was applied, reflecting the results of a psychology experiment from Dartmouth College that considers how the last experience affects satisfaction. A custom-made board game was used to boost participation, and through the 4Ls (Liked, Learned, Lacked, Longed for) framework, project experiences were shared, strengthening service planners' domain knowledge and management capabilities.