- Haman Watermelon POSA CARD
-
[HAMAN WATERMELON]
CVS PROJECT FOR
LOCAL SPECIALTY PRODUCT
| PROJECT | |
|---|---|
| Client | HANJIN, HAMAN COUNTY, NONGHYUP |
| Project | HAMAN WATERMELON Gift Card |
| Industry | Retail |
- OVERVIEW
- The local specialty CSV project is to promote consumption of local products. Hanjin supported education and marketing resources to create successful results in cooperation with Haman County and Nonhyup to increase income, create tourism demand and expand infrastructure.
- SMARKETING CSV FOR LOCAL SPECIALITY #WATERMELON_ON_THE_TABLE
- Hanjin launched Haman Watermelon Gift Card, which combines agricultural product purchase and delivery service, in collaboration with KPC. Hanjin’s presentation is that the project, which began with the main idea of”#Watermelon_on_the_table.” has created a new way of the watermelon consumption.
- Sales of watermelon have fallen because it is a big sized fruit that is somewhat difficult to purchase and store them offline. Also, increasing number of small household with one to two people have affected the decreasing demand for watermelon as well. As a result, watermelon farms have been excluded from the trending e-commerce market and have become no longer able to find a breakthrough even with traditional distribution methods.
Hanjin has collaborated with Haman County, which specializes in watermelon, and local Nonghyup, including the National Agricultural Cooperative Federation, to solve the problem. They produced a gift card for the sale of Haman Watermelon, registered as Kakao gift product, and provided a service that delivers products immediately after customer order them through mobile. In addition, Hanjin’s business network helped increase sales by helping Haman Watermelon marketing, sales, packaging and delivery, while also simplifying the current watermelon distribution process to help farmer increase their sales. Likewise, Haman Watermelon Gift Card allows customers to scan QR codes on their mobile whenever they want. Also, it provides nationwide delivery service, and new method for purchasing agricultural products by eliminating the inconvenience of purchasing heavy goods. 
- An official from Hanjin said, “if you buy Haman Watermelon with a gift card, you can receive heavy watermelons safely and comfortably with an air cap developed in the form of watermelons, an eco-friendly design box without any damage, and a storybook of Haman Watermelon.” They also have mentioned that they will carry out various marketing activities, including the operation of Haman Watermelon Instagram(@haman_watermelon), which is currently published with trendy recipe contents related to watermelons, and preparing SNS events using hashtags.
Meanwhile, Haman Watermelon Gift Card can be purchased at Haman Watermelon POP-UP store operated by Shinsege Department Store’s Gangnam branch and head office. Their business plan is to gradually expand online and offline sales channels such as convenience stores, cafe, bookstores and many other e-commerce.