VIP Benefits Enjoyed Through the App... Shinsegae Department Store 'The Showcase'

Expanding Offline-Centered Services into Digital
Opportunities to Experience Luxury Travel and Overseas Premium Brands
First Benefit: VIP Performance Recognition for Polestar 4 Purchases

Shinsegae Department Store introduced a VIP-only curation platform called 'The Showcase' within its mobile application (app) last year.

The Showcase is a channel accessible exclusively to Shinsegae VIPs within the app. It offers products and services that provide special benefits simply by purchasing or experiencing them, such as ultra-luxury travel packages, original artworks, premium dining, and custom-made products from overseas luxury brands.

This is the first attempt to expand VIP services, which were primarily offline, into a digital experience based on the app. Through this platform, Shinsegae plans to continuously introduce tangible and intangible products and services that have never been seen before in the domestic department store industry or anywhere else in Korea, thereby further enhancing the value of the VIP club.

The first product introduced in The Showcase is the new car 'Polestar 4' from the Swedish premium electric vehicle brand Polestar. Regardless of the purchase channel in Korea, Polestar offers the same promotion (tinting and charging credits), but through The Showcase, Shinsegae VIPs can receive additional benefits such as recognition of Shinsegae VIP performance (30% of the purchase amount) and a 'House of Shinsegae' wine gift set. A dedicated Shinsegae specialist is assigned to provide one-on-one close management throughout the entire process from purchase consultation to delivery.

The Showcase targets young consumers in their 30s and 40s who actively use the app. As of last year, the proportion of 30- to 40-year-olds among Shinsegae VIPs exceeded half at 54%. The company explained that the share of these 'Young VIPs' has been increasing by more than 1 percentage point annually.

Lee Seong-hwan, Executive Director of Sales Strategy at Shinsegae Department Store, said, "We launched The Showcase to allow VIP benefits, which were offline-centered, to be newly experienced within Shinsegae’s 'digital store' app. Through differentiated products and experiences that cannot be found elsewhere, Shinsegae VIPs will gain the highest satisfaction and pride."