Lotte ON, One Month After Implementing Unified Rating System "58% Increase in Premium Customers"

One Month After Lotte ON's Integrated Rating System Launch, Top Customers' Total Sales Increase by 40%
Lotte ON Shows Positive Impact with High Sales Contribution from Top Customers Following Integrated Rating System Introduction

[Asia Economy Reporter Lim Hye-seon] Lotte ON's integrated membership grading system is showing positive results.

Lotte ON announced on the 5th that "since launching the integrated membership grading system on the 1st of last month, the number of premium customers has increased by about 58% compared to before the implementation, and the average daily sales per premium customer have also grown by 40.3%." Additionally, the number of customers purchasing products daily increased by 19%. The top 0.5% of Lotte ON customers account for about 20% of total sales, indicating a high sales contribution from premium customers. In fact, the average monthly sales of premium customers in the first half of the year were about four times higher than those of regular customers.

Furthermore, customer response rates have significantly improved since the implementation of the integrated grading system. Coupon usage increased to 18.2% compared to before the system was introduced, and the proportion of customers entering Lotte ON through app notifications and emails also rose by 3.3 percentage points and 5.0 percentage points, respectively.

As the grading system is yielding results, Lotte ON plans to strengthen benefits by grade and is considering expanding the grading system within its affiliates.

Park Seong-bae, Marketing Team Leader at Lotte e-Commerce, said, "The Lotte ON integrated grading system focuses on increasing customers' repeat purchase rates and locking in premium customers. We plan to lead online mall trends by discovering differentiated competitiveness, including future integrated grading systems at Lotte ON."