Market Economy Shinmun | A Shift in Thinking: The Secret Behind ‘Card-ui-Jeongseok’s’ Industry-Shaking Success
Market Economy Shinmun identified thorough customer-centered thinking and differentiated design using the work of Korean painter Kim Hyun Jung as the driving forces behind Woori Card's flagship 'Card-ui-Jeongseok' series setting the industry's fastest sales record. It introduced specialized product lines such as Card-ui-Jeongseok SSO3, J.SHOPPING, and WOWRI, reporting that Woori Card will continue its sophisticated branding.
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It is a single flower blooming on parched ground.
Amid the shock of the card-fee upheaval, the market stirred when Woori Card's (CEO Jeong Won-jae) flagship product, the 'Card-ui-Jeongseok' series, rewrote the industry's fastest sales record. Taken together, last year and this year, Jeongseok has established itself as the top brand among single card-company product series.
It is nothing short of a sensational hit. Surpassing 2 million cards sold just eight months after the first product launched last April was only the beginning. As of the end of March this year, it wrote a new chapter in history by surpassing 3 million cards sold in under a year since launch. This stands as the industry's fastest record achieved by a single product series. Given the unprecedented industry downturn, it is a considerable achievement.
The foundation of 'Card-ui-Jeongseok's' growth was solid fundamentals and a shift in thinking. Thoroughly reflecting a customer-centered mindset at every stage, from product planning to service and design composition, proved key.
In an interview with this paper on the 1st, Woori Card said, "We achieved this result through a shift in thinking — not making a product that has to be sold, but making a product that sells itself."
'Card-ui-Jeongseok' is a product equipped with all of the following: industry-leading accrual and discounts, dramatic extra benefits on categories customers use frequently, and stylish, differentiated branding.
A Woori Card official said, "Through big data analysis, we equipped it with industry-leading accrual and discount benefits optimized for changing customer needs and consumption patterns, while simplifying the countless services that make card life complicated down to core benefits, so customers could use the card conveniently without having to think too hard."
In particular, its sophisticated design drawing on Korean beauty stands out. It is distinguished by embroidering the plate with a design anyone would want to own, borrowing the work of Korean painter Kim Hyun Jung, who has won public affection for her fresh ideas and expressive technique.
A 'ㄱ'-shaped notch placed in the upper right corner of the card plate surface enhances both aesthetics and usability, and varying the coloring on parts of the surface creates a distinctive vertical-stripe-like aesthetic, giving it a differentiated identity. It also arranged the card name vertically, completing an artistic design akin to a Korean painting. This led to the acquisition of a design patent in October of last year, once again proving its originality.
Brand communication differentiated from existing card companies also supported 'Card-ui-Jeongseok's' success. Last April, to coincide with the launch of 'Card-ui-Jeongseok,' Woori Card held an exhibition of Kim Hyun Jung's work at the Insa Art Center in Insa-dong. At the time, the market responded enthusiastically to the freshness of an advertising approach that drew on the work of a well-known artist.
Differentiated and fresh viral activities have also drawn attention. Earlier this year, Woori Card released the web drama 'Work & Love Balance,' themed around work-life balance, which has since proven hugely popular, racking up more than 3.96 million cumulative views. Rather than one-way messaging, producing content that resonates with the brand is seen as having further elevated the appeal of 'Card-ui-Jeongseok' as a product.
Various brand collaborations are also worth noting. In April this year, Woori Card partnered with handmade yanggaeng shop Geumokdang and Yeonhui-dong Photo Studio. In May, it teamed up with Playground Brewery and Realistic Bacon to unveil limited-edition collaboration items such as Jeongseok Beer and Jeongseok Special Bacon.
Beyond offering Woori Card customers special benefits when purchasing these items, the company conveyed the sincerity and heartfelt care embedded in 'Jeongseok' through trendy viral films depicting quiet dedication to customers who would enjoy the products, along with unique stories.
The specialized 'Card-ui-Jeongseok' products can be summarized into three main lines.
First is the 'Card-ui-Jeongseok SSO3 (Soju-Samgyeopsal)' check card. The name is an abbreviation combining soju and samgyeopsal (grilled pork belly), the soul food that office workers most often enjoy to unwind after a hard day at work. Its dramatic design featuring a soju bottle was intended to boost the product's recognition and build rapport with customers.
Reflecting the spread of work-life-balance culture, it offers 5% discount cashback from 6 p.m. to midnight at all restaurants, karaoke venues, Starbucks, Paul Bassett, and A Twosome Place, for office workers looking to recharge after work. Considering that office workers often shop at convenience facilities near the office on weekdays, it also offers 5% cashback at convenience stores and beauty stores. On weekends, the same benefit applies at large discount marts.
The 'Card-ui-Jeongseok J.SHOPPING' product was developed based on the fact that Japan is the number-one travel destination for Koreans, and that no card until then had focused on benefits for travel to Japan. It is a specialized product built around popular merchants that Japan travelers are sure to visit at least once.
It offers a 5% discount at signature shopping destinations Don Quijote, Bic Camera, and Family Mart, with benefits of up to 40,000 won depending on prior-month spending. It also provides the 'The Lounge Members' benefit, offering free access to domestic and international airport lounges so customers can enjoy a comfortable journey when departing and arriving. It also includes lifestyle-friendly services such as a 10% discount on domestic online and offline shopping.
The 'Card-ui-Jeongseok WOWRI' product was born from combining 'Wow,' reflecting the surprising achievement of surpassing 3 million cards in the industry's fastest time, with 'Uri' (Woori). The product's main benefits are identical to 'Card-ui-Jeongseok POINT,' which grants benefits specialized in existing point accrual.
It offers an industry-leading 0.8% accrual on spending at all affiliated merchants, and up to 5.0% at special categories customers frequently use. Compared to the existing 'Card-ui-Jeongseok POINT,' its feature is enhanced accrual for duty-free store payments. Registering this card with major simple-payment services such as Naver Pay, Kakao Pay, Payco, and SSG Pay and paying with it also earns an additional 3% accrual. Customers can also earn each payment service's own points, making it especially useful for customers who prefer simple payments.
A Woori Card official said, "We were able to achieve this meaningful result thanks to the customers who loved Card-ui-Jeongseok, together with our employees on the sales front, including at Woori Bank." The official added, "Going forward, we will continue to think hard about providing customized services that reflect our customers' needs, while striving to deliver sophisticated branding with a youthful sensibility."