Launched in 1990, GS25 is a major convenience store brand with the second largest number of stores in Korea. Its main goal is to deliver products and services that bring fun and happiness to customers’ lives. To differentiate from competitors, GS25 operates various formats including supermarkets, bakeries, liquor stores, and cafés to cater to the demands of area-specific consumers. In addition, GS25 tries to distinguish itself by forming alliances with restaurants to create unique and exclusive private brand products. Taking full advantage of Korea’s advanced IT infrastructure, GS25 has been offering mobile coupons since 2010, allowing customers to purchase and send coupons to their family and friends through mobile apps or online. CSR is also an important aspect of GS25. Through these efforts GS25 was ranked first on the KCSI (Korean Customer Satisfaction Index) in 2012.