Shinsegae Starfield Hanam



Shinsegae Department Store


Shinsegae Starfield Hanam Retail Strategy Consulting

Project Scope

global retail market research & insights/ case study research/ brand strategy/ retail strategy/ MD strategy & zoning/ marketing strategy/ communication message

Challenges & Solution

In 2016, Shinsegae department store has been planning to open S.Korea's largest shopping mall, called Shinsegae Starfield Hanam, which is a world-class retail destination as dynamic epicenter of style, a short distance from Seoul. It was the first mega shopping mall of 1.7million square feet, anchored by Shinsegae Departmet Store. In order to increase customers' footfall and to make it as a landmark in Hanam city, the bread and butter planned its retail strategy platform based on global retail insights and case study research to attract not only local customers in Hanam city but also nearby population from Seoul, including Jamsil and Gangnam areas. Especially, the bread and butter suggested the importance of having a bike cafe in the ground floor to give opportunities for local bike communities to visit on a regular basis. This bike cafe concept was successfully launched as WATTS Cycling, and other strategies such as GENESIS Bar were also applied as special tenants for male customers. Shinsegae Starfield Hanam now became a successful landmark with over 10 million visitors as of April 2018.