파트너사와의 상생으로 고객에게 혜택을 돌려준다. 지난 2017년 2월 롯데마트가 런칭한 PB브랜드 ‘온리프라이스(Only Price)’가 출시 3주년을 맞았다. ‘온리프라이스’는 가격 경쟁력 확보를 위해 파트너사와 예상 판매량을 산정해 총 물량 단위로 계약하고, 그 물량에 대해서는 롯데마트가 100% 책임지는 구조의 형태로 운영하고 있다.
지난 3년간 총 540개 상품을 출시한 온리프라이스는 그동안 약 1억 5천만개의 판매량을 기록, 누적 매출액으로는 약3000억원을 달성했다. 다양한 상품을 출시하는 과정에서 총 189개의 파트너사와 협업을 진행, 파트너사의 상생과 함께 온리프라이스도 성장하고 있는 중이다.
특히, 온리프라이스 브랜드 런칭과 동시에 선보인 가성비 높은 일회용 종이컵ㆍ종이그릇 성장은 눈여겨 볼만 하다. PB상품 개발로 롯데마트와 첫 거래 파트너사가 된 ‘용호산업’은 당사와의 협업을 통해 3년 사이 거래액 기준2배의 성장을 이뤘으며, 우수한 기술력을 바탕으로 PB상품의 가치를 지속적으로 높여 나가고 있다.
롯데마트는 고객의 지지를 확보하는 데 파트너사의 협업과 신뢰가 무엇보다 크게 좌우했다고 보고 있다. 실제로, 롯데마트를 이용하는 고객 중 온리프라이스를 구매하는 고객의 비율이 2017년 37%, 2019년 61%로 상승, 두 명 중 한 명 이상은 온리프라이스를 선택하는 당사 핵심브랜드로 자리매김하고 있다. 높은 품질의 상품을 경쟁력 있는 가격으로 공급한 것도 인기 요인으로 작용했다.
2018년 12월 론칭한 ‘온리프라이스 정수필터 샤워헤드’와 ‘리필 제품’은 대형마트 최초 PB로 출시하자마자 큰 인기를 얻어 온리프라이스 대표 베스트셀러로 등극하기도 했다. 출시 후 누적 10억 매출, 13만개 이상의 판매량을 기록하고 있다.
특히, 2019년 6월 인천과 서울 및 부산 일부 지역에서 발생한 ‘붉은 수돗물’ 사태를 맞아 상품을 출시해 선제적으로 대응, 월 평균 200% 이상의 신장률을 보였다. 해당 상품은 최초 9개월 동안 예상되는 물량을 준비했으나, 출시 2개월 만에 완판을 기록하고 6차 재주문까지 진행하고 있다. 고객에게 꼭 필요한 상품을 합리적인 가격에 제공해 달성한 결과물이다.
롯데마트는 온리프라이스를 파트너사와의 상생을 통해 고객과 혜택을 공유하는 상생 이상의 브랜드로 성장 시킬 복안이다. 온리프라이스의 주요 품목 매출액 일부를 소외 아동 음악 재능 육성을 위한 ‘Dream 캐쳐스’에 기부해 현실적인 어려움으로 꿈을 포기해야만 하는 소외아동들에게 꿈과 희망을 주는 착한 상품으로서의 역할도 하고 있다.
롯데마트 김창용 MD본부장은 “온리프라이스가 고객들에게 지금껏 과분한 사랑을 받았다”며, “앞으로도 장바구니 물가안정을 위해 파트너사와의 신뢰를 바탕으로 한 합리적인 가격의 상품을 제공할 것”이라고 말했다.
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