Download
Baskin-Robbins
teams up with Baemin to expand digital offerings
By Lee Kyung-min, The Korea Times - Baskin-Robbins
is deepening its push into digital commerce through a new partnership with food
delivery platform Baemin, as the ice cream chain seeks to strengthen customer
engagement with exclusive products, promotions and social initiatives.
The company said Monday it signed a
memorandum of understanding with Woowa Brothers, the operator of Baemin, to
expand long-term collaboration across digital channels.
The agreement was signed at Woowa
Brothers' headquarters in Seoul, with Yoon Moon-geon, head of commerce
marketing at Baskin-Robbins Korea, and Kim Ji-hoon, head of business at Woowa
Brothers, attending the ceremony.
The partnership is aimed at responding
to rapidly changing consumer behavior as more customers engage with brands
through digital platforms.
The companies said they will cooperate
on product development, promotional campaigns and marketing initiatives while
expanding customer experiences within the Baemin platform.
As part of the agreement, Baskin-Robbins
will offer exclusive benefits on a regular basis to members of Baemin Club, the
platform's subscription program.
The company is already offering its
Baemin-exclusive "Square Crunch Pack" and will launch another
exclusive flavor, "Sweet and Salty Pop Pop Choco Beach," on Thursday.
The flavor, featuring blue salty
vanilla, chocolate and popping candy, will be available through the Baemin app
and at Baskin-Robbins stores nationwide.
The companies also plan to introduce
limited-edition merchandise, including a food container called "Meogeul
Bok Dameul Tong," in phases.
Beyond commercial promotions, the
partnership will include joint marketing for Baskin-Robbins' consumer
participation campaign, the "Great Taste Contest."
Baskin-Robbins also said it will
participate in Woowa Brothers' Baemin Vacation Meal Box donation program, which
supports children from vulnerable communities during school breaks.
A Baskin-Robbins official said the
partnership will allow the company to provide customers with more convenient
and differentiated services while strengthening its digital commerce
capabilities through broader collaborations.
