"10% Discount and Valet Parking"... Lotte Department Store Doubles Sales from 'MZ Membership' Members

Paid Membership 'Y Community' Exclusively for MZ Generation
Join for 100,000 KRW and Receive Welcome Gift Worth 100,000 KRW
10% Discount, Valet Parking, and Other Premium Customer Benefits
First Term Sales Doubled Successfully... Recruiting Second Term at Main and Jamsil Branches

A member of Lotte Department Store's 'Y Community' is using the VIP bar located on the 4th floor of the main store.

[Asia Economy Reporter Yuri Kim] Lotte Department Store's paid membership exclusively for the MZ generation (Millennials + Generation Z), 'Y Community,' has successfully captured the tastes of the MZ generation.

'Y Community' is a paid membership program for customers aged 20 to 35, initiated by ideas from MZ generation employees working at the Jamsil branch. After two pilot runs at the Jamsil branch in March last year, it officially launched in January this year. From March, it expanded to the main branch as well, surpassing 2,000 cumulative members. During the membership period of the first group (main branch March to May, Jamsil branch January to April), purchase sales more than doubled compared to the same period last year. According to satisfaction surveys, about 90% of members expressed a desire to renew their membership, showing a positive response.

On the 15th, Lotte Department Store announced that it will recruit the second group of 'Y Community' members at the main and Jamsil branches until August 31. By joining 'Y Community,' members can enjoy benefits corresponding to premium customers. During the second membership period (main branch June to August, Jamsil branch May to August), members receive two 10% discount coupons each month, free parking, and valet parking services. Especially, valet parking is available up to four times a month exclusively for premium customers with MVG grade or higher, and free drinks are offered at the 'VIP BAR' for VIP customers within each branch. 'Y Community' members can participate twice a month in a 5% gift certificate promotion anytime during the membership period, regardless of weekdays or weekends. This has made it popular among office workers who enjoy shopping on weekday evenings after work.

The 'hotel afternoon tea set' and other welcome gifts reflecting the tastes of the MZ generation are also considered key factors for its popularity. Although 'Y Community' is a paid membership requiring a 100,000 KRW joining fee, new members can choose a welcome gift worth 100,000 KRW according to their personal preferences. The most popular welcome gift is the 'hotel afternoon tea set for two,' available at 'Lotte Hotel Seoul' for main branch members and 'Lotte Hotel Jamsil' for Jamsil branch members. Additionally, niche perfume brands 'Jo Malone London' and 'Diptyque' 100,000 KRW vouchers, body care brand gift sets from 'Lush' and 'Aesop' are also offered.

There are also specialized welcome gifts unique to each branch. At the main branch, members can select the 'Main Branch One-Stop Date Pass,' which allows them to enjoy a full-course date including fine dining, media art exhibitions, and cafes. The 'Gordon Ramsay Burger Meal Voucher,' opened earlier this year at Jamsil World Mall, and the 'Charlotte Hall 2-Person Set' to watch performances at the Lotte Cinema premium 'Charlotte Hall' are also available.

Meanwhile, Lotte Department Store continues to introduce content to captivate the MZ generation. The media art exhibition hall 'Ground Seesaw Myeongdong,' opened at the main branch in June last year, has been popular with tickets selling out every weekend since its opening. Including 'Tung Planet,' which opened on the 3rd at Jamsil World Mall, unique cafes such as the main branch's 'Connected Flagship Store,' 'Manmade Sogong,' and 'Bonanza Coffee' are also gaining popularity mainly among the 20s and 30s age group.

Hyun Jong-hyuk, head of Lotte Department Store Jamsil branch, said, "As a way to capture the MZ generation, which has emerged as a major consumer group, we launched a membership program reflecting their tastes and have received a greater response than expected," adding, "We will continue to provide unique services that can satisfy the diverse needs of customers, including the MZ generation."