Shinsegae Southcity Launches Customer-Participation Membership 'Sports Crew'

Combining Sports Mileage and Community

Enhancing Competitiveness Through Renovation of the Sports Specialty Hall

On July 14, Shinsegae Department Store Southcity announced that it will introduce a customer participation-based membership program to strengthen the competitiveness of its sports specialty hall.

As health and wellness have become priorities, especially among those in their 30s and 40s, sports have become an integral part of their lifestyle. According to the Ministry of Culture, Sports and Tourism, the participation rate in leisure sports is 67.8% for people in their 30s and 67.1% for those in their 40s, both higher than other age groups.

In particular, the southern Gyeonggi region, where Shinsegae Southcity is located, has a high proportion of residents in their 30s and 40s. The area is also home to a concentration of employees from major semiconductor firms such as Samsung Electronics and SK hynix, resulting in strong consumer demand from high-income professionals.

Photo of Shinsegae South City Sports Specialty Store. Shinsegae

Earlier, in April of this year, Shinsegae Southcity renovated its sports specialty hall. The renovation included the expanded reopening of Adidas Performance and New Balance, as well as the renewal of 35 major brands such as Puma and Fila, further enhancing the hall's competitiveness. As a result, sales in the sports, fashion, and golf categories during May and June of this year increased by 14% compared to the same period last year. Notably, the number of customers in their 30s and 40s for core brands like Adidas and New Balance—those most affected by the renovation—rose by 15% year-on-year, demonstrating a strong influx of younger customers.

Building on these achievements, Shinsegae Southcity is launching a membership program called 'Sports Crew,' targeting customers in their 30s and 40s who enjoy sports and are interested in this lifestyle segment.

Sports Crew is a customer participation-based membership program that offers greater benefits the more members engage in sporting activities. From July through December, customers who make purchases in the sports, fashion, and golf categories can accumulate Sports Mileage based on their total spending. Members will receive a variety of shopping benefits depending on their accumulated performance, including Shinsegae Rewards, food market and F&B discount coupons, as well as category-specific discounts for sports, fashion, and golf.

The company will also operate the 'Sinsa Club Sports Crew' community within its mobile app (APP). In this community, members can log workout proofs and post reviews of sports activities such as running and golf. Each month, top participating members will receive vouchers worth up to 100,000 won. Shinsegae Southcity aims to build a sporting community that naturally connects shopping and sports, enabling customers to share and enjoy experiences together.

Going forward, Shinsegae Southcity plans to continue strengthening the competitiveness of its sports, fashion, and golf offerings. Additionally, the company will expand its sports content to reflect customers’ lifestyles, further differentiating itself as a space that goes beyond shopping to share in customers' everyday lives and experiences.

Bae Joonseok, Store Manager at Shinsegae Southcity, stated, "Through enhancing the competitiveness of our sports specialty hall, we have seen a very positive response from customers. Going forward, we will continue to offer a differentiated experience through the Sports Crew and a range of diverse sports content, allowing our customers to enjoy not only shopping, but also fitness activities and community engagement."

This content was produced with the assistance of AI translation services.