Lotte Card Launches 'Balgyeon' Curation Service Targeting Personal Preferences

Reduced Information Search Time with Video-Centered Content Recommendations

Lotte Card announced on the 9th that it has launched the ‘Discovery’ tab on the ‘DigiRoca’ application (app), a service that detects consumers' current interests in real-time and gathers related products, content, and benefits to show them.

The Discovery tab within the DigiRoca app is a curation service for personalized consumption. It makes the process of discovering, comparing, finding benefits, and paying for products faster and simpler than before. Specifically, it reduces information search time through video-centered content recommendations. It provides expert content such as product analysis, comparisons, and trends created by specialists and partners in each field. Along with this, it also informs users of benefits such as brand events, services, touch coupons, monthly subscription services, and reservation/convenience services.

In the Discovery tab, it also recommends products, special exhibitions, and events from DigiRoca app’s commerce services ‘Hwanseung Project’ and ‘Dding Shop’. For consumers interested in purchasing refrigerators, it shows not only home appliances sold by Hwanseung Project but also food and meal kit special exhibitions on discount sales at Dding Shop.

Lotte Card utilizes various data to analyze consumers' preferences in real-time. Payment information, in-app behavior data, Lotte Members’ preference indices by item, and brand usage information are used. Through this, the preference analysis is segmented from areas of interest to products and brands, and the analysis cycle has been advanced to real-time. Additionally, it provides curation suited to time, place, and occasion (TPO), such as recommending at key event timings like birthdays.

A Lotte Card representative said, “Credit cards have mainly been used at the final payment stage in the consumption journey, but with the DigiRoca app’s Discovery tab, we aim to make customers’ daily lives more convenient and enjoyable.” He added, “Consumption in the Discovery tab will be newly defined as a pleasant experience where customers quickly reach the discovery of their tastes by following Lotte Card’s recommendations, rather than a result obtained through time and effort.”