"Lotte ON Luxury Live Broadcast 'Luxury Tokpawon' Held Like Shopping in Europe"

Lotte ON to Host Luxury-Only Live Broadcast 'Luxury Talkpawon' on 28th
New Live Broadcast Format Launched to Coincide with Opening of Luxury Specialty Store 'On and the Luxury'
Luxury Specialist Host and French Broadcaster Fabian to Appear
Up to 20% Discount and Additional Rewards Offered for Purchases During Broadcast

Lotte ON, luxury brand exclusive live broadcast 'Luxury Talkpawon'.

[Asia Economy Reporter Yuri Kim] Lotte ON is strengthening customer communication by introducing a new form of live broadcasting.

On the 27th, Lotte ON announced that it will hold a luxury-only live broadcast called 'Luxury Talkpa-won' at 11 a.m. on the 28th. Luxury Talkpa-won is a newly launched live broadcast coinciding with the opening of ON&THE LUXURY, Lotte ON's luxury specialty store, and will be held twice a month under the concept of 'shopping for overseas luxury brands from home.' The live broadcast offers additional discounts and purchase benefits on luxury items from ON&THE LUXURY and introduces luxury-related trends.

Since Luxury Talkpa-won focuses on luxury goods, it adds elements of expertise and entertainment. A professional luxury show host will introduce the characteristics of each luxury brand, detailed designs, and materials of the products, and answer customers' questions through real-time chat. Additionally, Fabian, a broadcaster from France, will appear to explain European luxury trends and luxury items suitable for various situations.

Lotte ON plans to add more diverse content and expand the product lineup for Luxury Talkpa-won. Next month, Fabian is planning content where he participates in the broadcast from France. To target the 2030 generation, Lotte ON will discover new popular luxury brands and expand the product categories beyond bags and wallets to include shoes, hats, and clothing.

For the broadcast on the 28th, a special program has been prepared for young customers in their 20s and 30s, as the age group interested in luxury goods has been getting younger. It will introduce contemporary luxury brands suitable for autumn, such as sweatshirts, knit cardigans, and scarves, offering various benefits like discounts and points accumulation during the broadcast. Under the theme 'Luxury Fashion Trends ? France's National Sweatshirt,' the broadcast will introduce trends from France and sell related products at discounted prices. Customers who purchase products during the broadcast will receive up to a 20% discount coupon and up to a 10% instant card discount. Among customers who verify their purchase in the comments, 10 will be selected by lottery to receive 50,000 L.Points. To reduce concerns about sizing, all customers will be offered one free size exchange opportunity.

Meanwhile, Lotte ON is experimenting with various forms of live broadcasts. Considering the advantage of real-time communication, it recently launched the 'Find It For You' broadcast, where experts appear to solve customers' concerns and introduce related products. 'Find It For You,' a customer participation live broadcast, recruits customers with shopping concerns in advance, and experts such as department store brand managers provide guidance on products and styling to resolve those concerns. Contents such as 'Finding Mom's Spring Clothes' and 'Finding Our Child's Chuseok Outfit' have been conducted, and a recent golf apparel recommendation content achieved about ten times higher views compared to general content.

The 'Farm-to-Table Live' broadcast, which allows customers to check the freshness of fresh foods such as fruits, vegetables, and seafood, also received high interest. In June, it visited the cultivation site of 'Lotte Mart Black Winner Watermelon' in Wanju-gun, Jeonbuk, showing the cultivation methods and measuring the sweetness of the products, demonstrating the production and distribution process. As a result, the watermelon alone recorded the highest sales for a single day.

Lee Ji-won, a live commerce planner at Lotte ON, said, "We are planning diverse and new content so that customers can use live broadcasts as a channel to receive richer information and communicate."