Concrete direction for digital transformation unveiled at ‘Analyst Day,’ with customer touchpoints expanded online
Hanssem Co., Ltd. (CEO Kim Jin-tae), a comprehensive home interior specialist, held an ‘Analyst Day’ for major domestic and international securities firms on the afternoon of March 7 at its Sangam headquarters, where it introduced the ‘Hanssem Mall’ application, an integrated platform launched in February, and presented Hanssem’s Digital Transformation (DT) strategy centered on it.
Hanssem has been pursuing digital transformation since 2022 in order to reinvent itself from a traditional manufacturing and distribution company into an innovative living-tech company. After roughly a year of research and investment, it launched the ‘Hanssem Mall’ app, an integrated platform, on February 23. Through it, the company sought to expand customer touchpoints to the online space and to create business opportunities by delivering a ‘seamless’ customer experience that flows naturally from online to offline, thereby widening the gap between itself and other online and offline operators.
With the launch of Hanssem Mall, Hanssem has secured a key means of overcoming the current downturn in external economic conditions, shifting from a rain-fed-field style of customer acquisition that relied on walk-in customer traffic to existing offline stores to the ability to actively attract prospective customers on a large scale through Hanssem Mall. In other words, the strategy is to overcome the decline in sales caused by the sharp drop in housing transactions by expanding its market share in the remodeling and home-furnishing markets.
In addition, the company explained that it can effectively appeal to young, digitally oriented, non-face-to-face customers (the MZ generation, Millennials & Gen Z) with Hanssem’s products and services, and that by supporting the entire process online—from consultation and contracting through construction and subsequent after-sales service—all of these online experiences connect seamlessly with the actual offline services, delivering a groundbreaking customer experience that no one else can replicate.
Digital transformation plans through the Hanssem Mall app
Beginning with this launch of the Hanssem Mall app, an integrated platform for the remodeling segment (Phase 1), Hanssem plans to additionally develop the home-furnishing segment (furniture and household goods) in the third quarter and to deliver a customer experience through an ‘omni-channel’ that integrates online and offline (Phase 2). In the fourth quarter, it plans to enable a customer experience through enhanced after-sales service and 3D space design (Phase 3).
Furthermore, Hanssem stated that it will expand digital transformation into the virtual world (metaverse) to build an online virtual store, and provide products and services across the entire living field (home furnishing + remodeling) through both online and offline channels, thereby building the world’s most advanced platform (Phase 4).
Although Hanssem has faced difficulties—experiencing an operating loss due to declining sales for the first time since its listing amid the 2022 housing market downturn—it has now gained an effective infrastructure to overcome the impact of external economic conditions and improve its performance, as the new integrated app dramatically expands its customer touchpoints.
At the same time, through the new Hanssem Mall, the company plans to strengthen its activities to provide new rules for the interior market as the industry’s No. 1 company, by completing its ‘Remodeling Unlimited Responsibility’ program—under which Hanssem takes unlimited responsibility for sites where an electronic contract reflecting Hanssem’s genuine materials and Hanssem’s direct construction has been signed—in order to relieve customer hardships caused by irresponsible construction, a chronic ill of the interior market.
Hanssem CEO Kim Jin-tae said, “Hanssem is the only company in Korea that can provide every solution related to customers’ living environments—across offline and online, and remodeling and home furnishing.” He added, “Through the newly launched Hanssem Mall, an era will open in which every customer considering remodeling can receive an estimate on Hanssem Mall, and by providing an innovative customer experience never before seen in the home interior field, we will accelerate our transformation into a living-tech company.”
< Key Features of Hanssem Mall >
1. Construction cases via ‘Find My Apartment’ – Because each apartment has different characteristics and there are cases where know-how from actually having remodeled that particular apartment is needed, Hanssem provides a variety of remodeling construction cases through Hanssem Mall, allowing customers to easily find remodeling information by looking at cases of how apartments with layouts similar to their own were built.
2. Untact 3D Proposal – Even without visiting a store, customers can convey the work they want relatively accurately through an untact 3D proposal and receive a high-quality design along with an estimate in a short time. In particular, customers can scrap content that matches their taste and share it with a designer, so they can receive a customized design without having to explain the direction of the design in words.
3. Remodeling Manager – A remodeling manager is connected to each customer on a one-to-one basis, providing all services at once—from estimate to contract to construction. This eliminates inefficiencies in communication and reflects customer feedback in real time, making it possible to listen to and incorporate customers’ requirements throughout the entire remodeling process.
▲ The 2023 Style Package ‘Slim Vivid’ was styled as a space for a young newlywed couple full of individuality. Built on a white base, it brings out the couple’s unique style by matching bold vivid colors such as pink, red, and blue throughout the home.
▲ The 2023 Style Package ‘Slim White’ was proposed as a consistently beloved white-tone interior. It is characterized by using building materials with a variety of textures and patterns to compose a unified white tone, matched with colorful accessories and furniture as accent colors.