FE SOGO Department stores create "sustainable consumption" gathering power

        FE SOGO Department stores, which have been famous in Taiwan's department stores for 35 years, are not only the king of Pingxiao in the eyes of the industry and the holy land of shopping in the hearts of consumers, but also have created numerous business miracles. Even after the third level epidemic prevention alert last year and the cruel test of business activities, the annual operating performance of FE SOGO Department stores still grew against the trend, and the annual turnover even reached a new historical high again. What secret weapon does she have that can be irreplaceable in the retail battlefield? How will she continue to polish the gold lettered signboard in the post epidemic era?

                The first working day in October, Monday. OL's tea room does not ask "Where did you go on the weekend?", Instead, he asked, "Did you water it?" I saw three or five friends acting in unison. They took out their mobile phones, opened the SOGO App, entered the activity website, and clicked "Start Happiness" to water the plants. This is the second wave of digital sustainable action of FE SOGO Department stores this year, which enables consumers to open SOGO App to play games, log in five times a month and water virtual plants, so that they can get electronic sapling exchange vouchers and take physical potted plants home. In fact, as early as April this year, FE SOGO Department stores launched the SOGO App Sustainability Campaign for the first time in response to the World Earth Day. The whole Taiwan donated 3500 native Osmanthus fragrans seedlings. Due to the warm response and the large number of visitors to the corner, the second wave of tree donation was planned and the number of potted gifts increased to 5000.

        Hong Dezhang, senior vice president of FE SOGO Department stores, a sixth grader, is responsible for the "adhesion" of young generations. He believes that, compared with large-scale tree planting by enterprises, FE SOGO Department stores give play to the advantages of digital action to enable customers to participate in sustainable activities through interesting games on the App, which can significantly reduce the transportation carbon emissions and maintenance costs of initiating physical activities, and entrust young trees to customers, It means that customers directly participate in the growth of planting in life, undertake environmental protection commitments, and effectively enhance consumers' awareness of sustainability; The fact also proves that the activity of giving trees to FE SOGO Department stores' App is indeed in short supply.

        The 35 year old shop has been renovated and integrated into the sustainability, to seize the old customers and the young generation

                The scene turns to the B2 supermarket and Mingdian area of the FE SOGO Department stores, which were completed in August this year. In order to create a peace of mind store, FE SOGO Department stores launched a shopping cart ultraviolet disinfection cabin, and changed the previous store operation with "commodities" as the main body into a living field with "experience" as the focus. In addition, they introduced small agricultural specialties planted by friendly farming methods. Flowers, vegetables and fruits can be bought every day.

        In order to achieve the goal of reducing the volume and emission of bags, FE SOGO Department stores Sophia C.W. Huang Chairman, as a regular visitor of the Fresh Mart, invited customers to bring two or three environment-friendly shopping bags with them. As an identification of the sustainable earth, they can do their duty as citizens of the earth with little effort.

        Huang Chairman said that many customers of FE SOGO Department stores were brought by their mothers in the past, but now the children have grown up and brought the next generation to visit, which is quite a heritage concept. Therefore, we hope to integrate innovative thinking into the concept of sustainability, so that the supermarket will turn around after 35 years, continue to attract the attention of all customers, such as regular customers and young customers, and inject the annual performance.

        Not only classify members, but also make differences in a sustainable way

                In order to provide services that are more customer-oriented and closer to customers' needs, FE SOGO Department stores integrate past member information to create seven clubs tailored to customers. In addition to the "ThanQ Club", which was first established in 2000 to target parent-child customers, it also targeted high-end customers in 2006, set up a dedicated "VIP Club", and first launched a three-year exclusive top member "VVIP Club" service in 2016. In 2018, we further developed the Wedding Club, which is the first department store in Taiwan, integrating wedding brands and cross industry integration; In 2019, we will focus on the supermarket business opportunities and launch the "Fresh Club". In the same year, we will use the "Premium Club" to let customers with VIP potential experience the privileges enjoyed by VIP main customers in advance. Not only that, FE SOGO Department stores, which has the title of "Beauty Queen's Palace", especially launched the "Beauty Club" in 2020. Customers can join the cosmetics and fragrance counters when they have consumed full amount. Due to low threshold and many discounts, they have accumulated a large number of members in just one year, with nearly 100000 members so far. As for the "Sports Club" launched at the beginning of this year, it appeals to the high consumption customers of designated Sports and golf apparel products/brands.

        The seven clubs of FE SOGO Department stores cover parent-child, marriage, supermarket, beauty fragrance, sports and high-end VIP customers. They not only classify customers' consumption preferences, habits, frequency, and spending ability, but also design "sustainable consumption" schemes for different customers according to the three sustainable strategies (energy conservation and emission reduction, sustainable consumption, and circular business model) developed by the Enterprise Sustainable Development Committee in 2021. For example, Taiwan's only Renaissance Pavilion, which gathers five major international boutique brands, joined hands with major brands to launch recycled economy fashion in the month of World Earth Day, and this year also hosted the largest social innovation exhibition in Taiwan for the first time; The exhibition and sales activities of small farmers in the Loyalty and Filial Piety Hall have won the title of "the largest small agricultural exhibition in Taiwan" for four consecutive years; Hsinchu Store designed environmental education experience for young urban customers who attach importance to family life, and won the "National Environmental Education Award" of Hsinchu City twice; For the first time in 25 years, the operation of Kaohsiung stores has been focused on strengthening the deep cultivation and social integration with local business districts.

        Give play to the advantages of pioneers to optimize the sustainable activities from "everyone can do it" to "only I can do it"

        Sustainability Development has recently become a prominent subject. FE SOGO Department stores, with the self expectation of "Asian Green Department Store Benchmark", adhere to the principle of green consumption in all commodity activities and action payments, and have repeatedly won awards related to the Sustainability of the domestic and international environment. In response to global initiatives such as energy conservation and carbon reduction, cherishing water resources, and sustainable consumption, every customer's shopping bag, toilet paper and toilet paper used in the bathroom from FE SOGO Department stores have been certified by FSC (Forest Management Committee), and even DM is printed with Youshan's soybean ink. On the other hand, FE SOGO Department stores also accelerated the digitization, committed to optimizing customer journeys, including the comprehensive upgrading of SOGO Apps, the electronic paper-based vouchers for marketing bonus activities, and vigorously promoted action payment, which greatly reduced resource consumption. The paper saved by issuing electronic gift certificates over the years can stack 3.7 seats of E.SUN BANK; In addition, we will continue to introduce high-quality green and small-scale agricultural products, promote the concept of low-carbon and environment-friendly catering, and make the food mileage sustainable and reassuring.

                FE SOGO Department stores conduct a "sustainable satisfaction survey" on customers every year. More than 80% of customers are satisfied with the green consumption we provide, such as the use of environment-friendly and energy-saving equipment, the promotion of sustainable consumption, and the elimination of disposable tableware. As long as the people dining in FE SOGO Department stores know that we "prohibit disposable and melamine tableware", and give high praise. FE SOGO Department stores have continuously promoted the "new food container era" since 2017 (two years earlier than the government policy), when it promoted the prohibition of disposable and melamine tableware. After promoting the traceless diet, leading the policy of banning plastic straw, leading the whole Taiwan department stores to not actively provide disposable tableware for free, it has developed to the "new food container era 5.0" and fully certified green restaurants. Because of the long-term and abundant sustainable achievements, in August this year, the Environmental Protection Administration invited the Environmental Protection Administration Administration to share the achievements of green diet at the Environmental Protection Administration "Clean Zero Green Life Explanation Conference"; In this summer vacation, we also received the first visit from Jinhua National High School to promote sustainable courses on the campus of the national high school. Through exchanges, we compiled the results of Tianmu Store into the sustainable teaching materials, so that environmental protection can take root.

        For customers, government officials and even middle school teachers, FE SOGO Department stores have actively promoted sustainability since CSR was practiced in 2015, which has become a green benchmark for Taiwan's department stores. However, our steps have not stopped. Based on the PCR (carbon footprint) of department store retail service industry defined by the first "carbon label" of department store retail industry in 2015, we continue to make progress in energy conservation and emission reduction and providing customers with sustainable consumption.

        Sophia C.W. Huang Chairman has repeatedly promised colleagues at internal senior executive meetings. Only by continuously leading green consumption, creating a pioneer advantage, optimizing the sustainable activities from "everyone can do it" to "I do the best", or even upgrading to "only I can do it", can stakeholders identify, develop the difference and uniqueness of brand positioning, and then work together to rent counters, suppliers, customers, and colleagues, All together towards sustainability.