AI Briefing2025 Misikgwan Renewal Opening
Key point
To boost new user acquisition and trendy product appeal, Misikgwan was restructured around toggle navigation, personalization, and community.
Details
Misikgwan launched under its new name last March, replacing the former SSG Food Market, but it revealed limitations in growth structure and product lineup. Growth had been driven mainly by existing VIP customers, and sales patterns resembled everyday grocery shopping like SSG Delivery, which was misaligned with the 'trendy grocery' direction.
The key to solving this problem was expanding new customer acquisition and strengthening trendy product appeal. First, to increase entry points, access to Misikgwan was changed to a toggle, allowing left-right swipes to move between Emart Mall and Misikgwan, and a tutorial was shown when the app launched to announce the renewal opening.
To lower the barrier to first purchase, personalization based on recently viewed products was expanded. Even customers using Misikgwan for the first time were shown Best / On Sale / New Arrivals along with popularly purchased products from the top categories of their recently viewed items, driving conversion. The Misikgwan community service Misilog also let customers enjoy other users' usage examples and voting-style content.
On the product side, theme-based curation was significantly expanded. 50% of the main section was organized around themes, with 6 strategic categories, real-time trending keywords, brands, and chef collaboration products placed front and center to strengthen the 'trendy product' experience rather than a 'mart-like' one.
Real-time contextual recommendations were addressed through dynamic messages. Products viewed 100+ times or 1,000+ times within the past 24 hours were collected and displayed, and the system was designed so that seasonally and weather-appropriate products—like bindaetteok or naengmyeon—would surface at the right moment.
As of 2 weeks after the opening, visitor numbers increased by 30% and sales rose by about 110%. In click performance, the CTR of theme-based recommendation sections also ranked among the top, and going forward, the team plans to continue refining the experience based on more data to better meet customer expectations.
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