B2B 식자재 전문 기업 푸디스트(대표 박정훈)의 공식몰인 식자재왕몰이 2024년 기준 그 전년 대비 47.8%의 매출 성장률을 기록했다.
푸디스트는 소규모 식음사업자의 식자재 구매 거래장벽을 해소하고 편리한 구매를 지원하며 상생 협력 체계를 넓히고자 2021년 공식몰인 ‘e왕마트’를 론칭했다. e왕마트 앱 및 홈페이지에서는 회원가입 만으로 고품질의 식자재를 합리적인 가격대에 구매할 수 있어 소규모 식음사업자에게 많은 이점을 주고 있다. 또 식음사업자의 시간을 절약해주는 식자재 새벽배송 서비스인 ‘굿모닝배송’도 운영한다.
나아가 지난해 11월부터 공식몰의 BI를 기존 e왕마트에서 ‘식자재왕몰’로 변경, 이를 통해 기존 PB브랜드인 ‘식자재왕’과의 연계성을 높이며 고객에게 더욱 친근하게 다가서겠다는 방침이다.
지난해 식자재왕몰 성장 배경에는 ▲충성 고객층 확대 ▲지속적인 상품확대 ▲공식몰 기획전 및 고객 혜택 강화 등이 주효했던 것으로 분석됐다.
먼저 식자재왕몰 이용자의 월평균 재구매율은 2024년 기준 67%로 충성 고객층이 꾸준히 확장세를 보이는 것으로 나타났다. 푸디스트는 이러한 고객의 관심과 신뢰에 보답하고자 공식몰 회원 등급 구간을 세분화하고 등급별 혜택을 강화하고 있다.
또 식자재왕몰에서 주문 가능한 상품 카테고리와 구성을 지속적으로 확장하며, 현재 냉동, 냉장, 상온, 비식품에 이르는 약 4,800여 종 이상의 B2B 전용 식자재를 구비하고 있다.
지난해부터는 ‘출석체크 이벤트’, ‘가로세로 낱말퀴즈 이벤트’ 등 고객 참여형 이벤트를 시작하며 할인 쿠폰 지급, 경품 선물 등 공식몰 전용 혜택도 제공하고 있다. 올해에는 월별로 고객 관심사와 필요를 반영해 매달 다양한 테마의 고객 참여형 이벤트를 기획하고 있다.
더불어 올해 푸디스트는 고객중심형으로 공식몰을 재단장하며 온라인 플랫폼 경쟁력을 강화하고 고성장세를 이어간다는 목표다. 먼저 지난달 공식몰에 자체 간편결제 수단인 ‘식자재왕페이’를 도입하면서 결제에 필요한 단계를 최대 3단계 축소했다.
이어 올해 상반기에는 온∙오프라인 리서치를 통해 직접 청취한 고객 개선사항을 반영해, 공식몰의 UI(사용자 인터페이스)와 UX(사용자 경험)를 개선하며 한층 쉽고 편리한 온라인 쇼핑 환경을 구축할 계획이다.
최경훈 푸디스트 플랫폼 사업 팀장은 “식자재왕몰은 푸디스트가 소규모 식음사업자와 상생하며 성장할 수 있는 핵심 채널로서 고객 편의를 지속적으로 높이기 위해 서비스 고도화에 박차를 가하고 있다”라며 “사장님들이 항상 편하게 이용할 수 있는 식자재 쇼핑몰로 자리잡기 위해 올해 새로운 BI와 함께 고객 중심의 서비스 혁신을 추진해 나갈 것”이라고 말했다.
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