[Asia Economy Reporter Jeon Jinyoung] Lotte ON is revamping its interface for the first time since its launch to enable shopping tailored to lifestyle.
On the 29th, according to Lotte ON, the core of this interface revamp is to create a shopping environment that enhances product expertise. Vertical services such as luxury goods and premium beauty are prominently featured, and the personalized recommendation area based on customers' lifestyle patterns has been significantly expanded.
First, vertical services such as the premium beauty and luxury specialty halls, ‘On and the Beauty’ and ‘On and the Luxury,’ are highlighted. Icons for specialty halls are placed on the main screen, and each specialty hall recommends popular products and items that match customer preferences. To overcome the limitations of not being able to physically check products online, product images, descriptions, and detail pages have been improved, and the brand official halls will be strengthened with content that best represents the brand’s identity.
The personalized area that shows recommended products based on customers’ search history and purchase patterns has also been enhanced. Previously, the main screen was operated focusing on products with many price benefits, but after analyzing sales, considering that recommended products account for nearly 20% of daily sales, a variety of recommendation areas have been prepared.
Product recommendations are divided into ‘Today’s Shopping Curation,’ where Lotte ON’s product managers carefully select products, and a section that groups customers with similar tastes to suggest products. In the ‘People Like You Now’ corner, by selecting various keywords such as gender, age, occupation, hobbies, and preferred styles, products sought by customers with similar lifestyles are recommended.
The convenience of frequently used services has also been improved. Accessibility has been enhanced so that customers can easily check and receive the most interesting discounts and reward benefits while shopping online. The integrated Lotte Group reward service ‘L.Stamp,’ the ‘Coupon Zone’ where available coupons can be checked at once, and the ‘Event Zone’ that gathers ongoing events are all placed on the main screen.
Kang Jinseon, head of the Product Strategy Team at Lotte ON, said, “Lotte ON has revamped the main screen this time to transform from a comprehensive platform where products from Lotte Department Store, Lotte Mart, and external sellers can be searched and sold in one place into a specialized platform that takes responsibility for customers’ lifestyles. We expect to take a step forward as a lifestyle platform by strengthening product expertise in beauty, luxury, fashion, as well as personalized customer recommendation services.”
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