[Report] LGU+ First Unmanned Store 'U+ Untact Store'... Easy and Comfortable 'Self Activation'

LGU+ Opens First Untact Store in Jongno

The first unmanned store of LG Uplus, 'U+ Untact Store' Jonggak branch, located in Jongno-gu, Seoul.

[Asia Economy Reporter Eunmo Koo] LG Uplus is unveiling a contactless telecommunications store that is even closer to everyday life. On the 23rd, LG Uplus opened the doors to its first 24-hour unmanned store, the ‘U+ Untact Store’ Jonggak branch, located in Cheongjin-dong, Jongno-gu, Seoul. The U+ Untact Store, which was toured a day before its official opening on the 22nd, was a store that faithfully performed the core functions of a telecommunications store while also meeting the consumer trends demanded by the COVID-19 era as a contactless distribution channel.

The U+ Untact Store is a fully independent unmanned store that offers all services from customer service processing to mobile phone purchases and device pick-up without any staff. However, rather than focusing on the symbolism of being the first unmanned store and standing out with extravagance, it seemed to adopt a strategy of casually offering contactless services that have already become part of daily life and quietly blending into everyday routines. This attitude was also felt in the store’s monochromatic exterior and interior, aiming to comfortably settle into daily life.

At the same time, it clearly targeted the digitally savvy MZ generation. The choice of Jongno as the birthplace of LG Uplus’s unmanned stores was based on the judgment that there is sufficient demand for unmanned services from MZ generation office workers and others. Park Seongsun, LG Uplus Channel Innovation Manager, explained, “The MZ generation is familiar with digital technology, prefers unmanned services, and wants quick processing during busy times.” LG Uplus plans to open additional U+ Untact Stores in Busan and Daejeon in the first half of the year, and in Daegu and Gwangju in the second half.

‘Welcome Board’ for a Quick Store Overview

Upon entering the store, customers are greeted by the kiosk ‘Welcome Board,’ which serves as both the store’s notice board and ticket booth. To use the store, a QR code, which acts as a kind of admission ticket, must be issued. Before issuing the QR code, the Welcome Board allows customers to check what services are available based on their visit purpose and to view the stock status of smartphones by manufacturer held in the store. This design seemed well-suited to its original purpose, as it allows customers to quickly determine whether the tasks they want to complete can be handled in the store before entering.

'Welcome Board' where you can receive QR code issuance and in-store service information

If the required services can be handled in the store, customers can receive a QR code through identity verification. By entering a mobile phone number on the Welcome Board, a QR code is issued via ‘PASS identity verification’ through a text message, which can then be used to access all services within the store. However, the location of the Welcome Board seemed to need some adjustment. The Jonggak branch has two entrances on the left and right sides of the store, but the Welcome Board is positioned too close to the entrance, causing some overlap in the flow of people entering and exiting.

After receiving the QR code and entering, two ‘U+ Kiosks’ are installed on the left side of the store. Using the U+ Kiosk, which functions as a ‘SIM vending machine,’ customers who want to activate unlocked phones or used phones can complete plan subscriptions and SIM activation contactlessly. Additionally, services such as bill payment, plan changes, and number changes are also available, making it the most frequently used service.

If customers encounter difficulties while using the services, there is no need to panic. The ‘U-Sap Artificial Intelligence (AI) Chatbot’ is equipped to provide AI consultation, and if the chatbot cannot resolve the issue, customers can call for staff assistance. If staff consultation is needed, pressing the staff call button attached to each service device, including the U+ Kiosk, will summon one of the four employees working in the store to help resolve the problem. Although the U+ Untact Store operates 24 hours, face-to-face staff consultations are available on weekdays from 10 a.m. to 8 p.m. and on weekends from 11 a.m. to 7 p.m. on Saturdays.

'U+ Kiosk' where you can handle telecommunications services such as payment collection, plan or number changes, and SIM card activation

Comfortably Self-Activate in a Private Space

One impressive feature was the ‘Self-Activation Zone.’ This space allows customers to activate smartphones themselves, whether for new subscriptions, device changes, or number porting. At the Jonggak branch, two small room-like spaces are provided. Personally, when standing in front of kiosks, I felt rushed due to queues, but the Self-Activation Zone, with its private space and warm, low color temperature lighting, created a comfortable atmosphere suitable for calmly completing activations without mistakes.

'Self Activation Zone' where new sign-ups, device changes, and number portability are available

Activation can be easily completed by sequentially touching options on the tablet device provided inside the room, from selecting the desired device, subscription type, installment period, plan, discount type, loss/damage insurance enrollment, to additional service subscriptions. The Jonggak branch plans to add more tablets capable of self-activation in the center of the store in the future.

Completing the subscription procedure in the Self-Activation Zone means customers have passed the critical stage of smartphone activation. After completing the subscription, a QR code ticket is printed, which can be touched to the unmanned locker reader placed in front of the Self-Activation Zone to immediately receive the purchased smartphone and SIM card on-site. The unmanned locker, reminiscent of a bank vault, reportedly stores 60 smartphones and 30 SIM cards. To the right of the unmanned locker, there is a screen protector vending machine and an applicator, allowing customers to purchase and apply screen protectors as needed.

After finishing self-activation in the Self-Activation Zone, customers have passed the critical stage. Upon completing self-activation, a QR code ticket is printed, and by touching this ticket to the unmanned locker reader in front of the Self-Activation Zone, customers can immediately collect their purchased smartphone and SIM card on-site. The unmanned locker, reminiscent of a bank vault, reportedly stores 60 smartphones and 30 SIM cards. To the right of the unmanned locker, a screen protector vending machine and applicator are available for customers to purchase and apply screen protectors if desired.

'Unmanned Locker' Where You Can Pick Up Smartphones and SIM Cards On-site

Even for those not directly handling transactions, there are interesting elements placed throughout the store to explore. In the center of the store is the ‘Mobile Experience Zone,’ where information on the latest smartphones by manufacturer can be checked. Particularly impressive was the feature where placing a displayed smartphone on the signage allows various information such as the phone’s basic specifications, colors, and purchase statistics by age group to be shown on the front screen.

Additionally, placing two phones simultaneously allows for comparison, with the camera performance comparison feature standing out. Customers can directly compare photos and videos taken with each smartphone under the same settings to observe differences in color and image quality.

Moreover, the ‘Home Service Experience Zone’ offers hands-on experience with major home services such as ‘U+ Ildulnara,’ a media platform specialized for infants and toddlers, the dedicated remote control ‘Uppi Pen,’ ‘U+ Chodeungnara,’ which gathers elementary education content, and ‘U+ Smart Home,’ which allows remote control of home appliances. Wireless phone charging and free coffee are also available.

'Mobile Phone Experience Zone' where you can check and compare the latest smartphone information

Lack of Waiting Area is Somewhat Disappointing

However, there were minor inconveniences that could arise due to the store’s relatively small size. There was no separate waiting area in the store, so if the processing of the previous customer is delayed or if many customers suddenly arrive, waiting could be awkward. Also, lining up seemed somewhat awkward considering the store layout and flow of movement.

Of course, the service was designed to allow quick processing, and customers can browse the Mobile Experience Zone while waiting, so it is not a major issue. However, considering that the store is located in an office area where demand for related services may concentrate during lunch hours or specific times, this is somewhat regrettable. Furthermore, since the store also serves as a kind of flagship store, it is expected that there will be demand to visit the store even without the direct purpose of handling transactions, which makes this aspect feel more significant.