"Lotte Duty Free Enhances Digital Experience with Complete Overhaul of Online Platform"

Lotte Duty Free has launched a new online platform that enhances digital experience elements and improves customer convenience. A Lotte Duty Free model is showcasing a virtual sunglasses fitting service using augmented reality (AR) (Photo by Lotte Duty Free).

[Asia Economy Reporter Yuri Kim] Lotte Duty Free announced on the 27th that it has completely revamped its online platform to proactively prepare for the post-COVID-19 era.

Lotte Duty Free stated, "After about eight months of system development, we carried out the online platform renewal twice, once at the end of May and again at 9 a.m. today." The biggest features of this renewal are the enhancement of digital experience elements and the improvement of customer convenience. By introducing a large number of contents and services utilizing advanced digital technologies, they aim to provide customers with a differentiated digital experience when overseas travel returns to normal.

◆ The Duty-Free Industry's First MZ-Targeted 'Content Commerce' = Through this renewal, Lotte Internet Duty Free has transformed into the duty-free industry's first 'content commerce.' Moving away from the conventional uniform product display emphasizing discounted prices, it reflects the characteristics of the MZ generation who purchase products through content consumption, changing into a storytelling-style magazine format. A Lotte Duty Free official said, "We strived to transform the application from a place visited out of necessity before departure into a space where customers can visit anytime to enjoy content," adding, "We also devoted great effort to improving the user interface (UI) to enhance the delivery power of mobile content."

Along with this renewal, Lotte Duty Free also newly launched a 'Live' page. On the Live page, 'LDF Show Hosts' selected directly by Lotte Duty Free take center stage. They conduct real-time duty-free product sales broadcasts and introduce various duty-free products such as 'best value' cosmetics, baby products, and pet supplies in VOD format.

◆ Sunglasses Virtual Try-On with AR and Store Experience with VR = A virtual sunglasses fitting service using augmented reality (AR) has also been introduced. Developed in collaboration with ESTsoft, this service is a digital experience content that recognizes the face through a smartphone camera and allows users to virtually try on sunglasses. Currently, over 300 products can be experienced through AR. There are plans to expand the service to more categories in the future.

In partnership with the beauty brand Sulwhasoo, a virtual reality (VR) flagship store virtual experience space is introduced. In this virtual space where the interior of the Sulwhasoo store can be viewed 360 degrees, clicking on displayed products allows users to check detailed product information and connects directly to Lotte Internet Duty Free for immediate purchase.

With this renewal, Lotte Duty Free also introduces a 'personalized product recommendation service' that analyzes customers' purchased products, average spending, preferred payment methods, and recommends products and partnership benefits tailored to consumption patterns. The search function is enhanced to recommend popular brands and products by gender and age before searching, and after searching, it provides content reflecting individual customer data. They also launched various customer participation product sales methods such as the 'Jjimkkong Service,' which automatically proceeds with payment as soon as out-of-stock products are restocked, limited sales, group purchases, and vote discounts.

Lee Gap, CEO of Lotte Duty Free, emphasized, "As the e-commerce market rapidly evolves, we are entering an era of hyper-personalization," adding, "We will open a more advanced duty-free shopping era through recommendations of products, events, and content reflecting each customer's consumption tendencies."

Meanwhile, to commemorate this renewal, Lotte Duty Free is holding an event. In the first real-time duty-free product sales broadcast scheduled for 8 p.m. on the 29th, a discount code of 10,000 KRW for T'way Air's no-landing sightseeing flight tickets will be disclosed to the first 100 customers. There will also be a lottery event giving away products such as the perfume brands Byredo's Mojave Ghost and Diptyque, as well as Signiel accommodation vouchers.