Shinsegae Department Store expands smart home appliance section, active seniors drive sales (Korea)

Shinsegae Department Store has opened a sales area for products from Roborock, a Chinese robot vacuum cleaner manufacturer, at its main branch in Myeongdong, Seoul.
The company has also started live broadcasts selling its "Dreamy" products. The company's sales of home appliances in 2024 are expected to increase 28.6% year-on-year.
The smart home appliances division, which sells vacuum cleaners and dishwashers, grew 159%. By age, the 50s and older group saw a 218.7% increase, far outpacing the 20s and 30s who saw a 141.5% increase.
This is the result of the popularity of robot vacuum cleaner brands that can do this. Smartphones are becoming more popular among "active seniors" who have financial means and spend a lot of time on leisure activities such as shopping and leisure.
In response to this, the company plans to increase sales areas related to smart home appliances and to hold promotions such as discount sales in physical stores and live broadcasts.
For example, during live broadcasts, the company will hold exclusive sales, allowing customers to purchase Dreamy's robot vacuum cleaner "X50" at a 25% discount.
Lee Eun, lifestyle manager at the company, said, "We will continue to develop products that reflect the various lifestyles of our customers.
We will expand the promotion."