Customers shop for summer clothes at a department store in Seoul on Tuesday, a day after the government decided to drop most COVID-19 restrictions in the country. Yonhap

By Kim Jae-heun

Supermarkets, department stores and other retailers are bracing for the post-pandemic era as the government lifts most social distancing measures, according to company officials, Tuesday. Additionally, they are hiring more workers and boosting marketing activities as more people return to the stores.

"The Korea Chainstores Association is currently in talks with the Ministry of Trade, Industry and Energy about when and how they will ease COVID-19 measures at supermarkets. Once the details come out on the solution, our customers will be able to try free samples for new food items at E-mart," E-mart senior manager Lee Sang-min said.

E-mart, Lotte Mart and Homeplus are planning to bring back free-sample booths to their outlets on April 25. The government has been restricting the promotional events at supermarkets since last July to curb the spread of COVID-19 in the country. Food accounts for more than 60 percent of sales at large retail stores and retailers expect the reintroduction of free samples to boost business.

"Food companies have been delaying the launch of their new products during the last two years of the pandemic. For them, free samples are an important tool as people mostly buy new items after trying them at supermarkets. We also expect more customers to visit our stores with more new products being introduced in the near future," a Lotte Mart official said.

Department stores are preparing for various marketing events to continue their sales boost in advance of the summer.

Early next month, Hyundai Department Store locations will hold the largest cosmetics event since before the pandemic. More than 40 percent of cosmetics brands that joined last year's "beauty fair" will sell their products at Hyundai Department Store locations this year.

Lotte Department Store is conducting a "wedding promotional event," aiming to target those getting married this year. The retailer will give discounts on home appliances for couples and offer gift cards to those purchasing luxury watches and jewelry costing over 2 million won ($1,617.30).

"Many couples have delayed their weddings during the pandemic. With the country returning to normal, we expect to see an increase in sales of household goods and wedding presents," a Lotte Department Store official said.