What: The retailer wants to increase its presence in the retail market by creating noise with Lotte.

Why is it important: Three months after Shinsegae acquired a professional baseball team, the retail giant is making good use of it in marketing campaigns to improve the performance of its retail business.

Shinsegae targeted Lotte Shopping on Clubhouse platform saying "they will have to bite the bullet to catch us." Lotte reacted by putting an online banner on its shopping platform Lotte ON with a written message: "We will quietly meet SSG.com and defeat them”, referring to its baseball team Lotte Giants' game against Shinsegae’s Landers on 4 April.

Celebrating the Landers' first match in the Korean Baseball Organization league, Shinsegae's SSG.com platform launched discount events called "Landers Day" and "Landers Week." Lotte Shopping also started a month-long big sale promotion. This is the first time that Lotte Shopping has offered a discount promotion in collaboration with Lotte Giants.

This marketing strategy proved right. During Landers Day between 1 April and 4 April, E-mart's meat sales skyrocketed by 133.3%, year-on-year. Lotte Shopping's supermarket brand Lotte Mart also saw its sales soar in the wine and egg sectors by 104.8% and 101.4%, respectively.

Shinsegae, Lotte capitalise on baseball to enhance market presence