From Luxury Hotels to Equestrian and Golf... Lotte Department Store Enhances VIP 'AVENUEL' Benefits

Focusing on Exclusivity and Experiential Value
Lotte Department Store Mall Performance to Be Included in Premium Customer Selection from 2027
Providing an Integrated Online and Offline Shopping Experience

On January 11, Lotte Department Store announced that it will further enhance its VIP customer program, AVENUEL, by focusing on exclusivity and experiential value, and accelerate its differentiated strategy for top-tier customers.

Domestic luxury resort 'Villa Somme'. Provided by Lotte Department Store

AVENUEL is a premium customer program for VIP clients of Lotte Department Store. It has consistently offered experiential content encompassing shopping benefits as well as culture, gastronomy, and lifestyle. Starting this year, the company plans to strengthen experience-based benefits that are highly preferred by customers and further evolve its premium customer program.

First, the existing 'AVENUEL Points' system, which allowed AVENUEL members to use their points, will be rebranded as 'AVENUEL Curation' and upgraded to focus on content. AVENUEL Curation consists of six categories: STAY, CUISINE, LIFE, WELLNESS, STORE, and CHARITY.

Depending on their membership tier, AVENUEL customers can use their allocated points to access a wide range of high-end content, including luxury hotels in Korea and abroad, fine dining, golf and leisure, and shopping.

In particular, content has been strengthened in the travel and gastronomy sectors, which have received strong customer responses. In the STAY category, benefits at luxury hotels have been expanded to include global five-star hotels and resorts such as Bulgari Hotel, Capella Resort, Ayana Resort, and Villa Somme in Ulleungdo, and new benefits have been added for overseas travel packages tailored to customer preferences.

In the CUISINE category, following last year's expansion of partnerships with Michelin-starred restaurants such as Kang Mincheol Restaurant and Restaurant Allen, benefits have now been added for the Korean fine dining restaurant Giwagang. In addition, a new partnership has been introduced with CMB Wine Experience, Asia's first premium social wine venue where only wines awarded at CMB, one of the world's top three wine competitions, can be experienced through blind tasting.

World's Top 100 Prestigious Equestrian Academies 'Steven Equestrian Club'. Provided by Lotte Department Store

Alongside these changes, Lotte Department Store is also expanding its existing experiential programs. New luxury golf programs have been introduced, including private classes in partnership with Steven Equestrian Club, one of the world's top 100 prestigious equestrian academies, and one-point lessons from Park Kyungjoon, a professional golfer on the Korean Professional Golfers' Association (KPGA) Tour. In addition, differentiated content has been strengthened with wellness programs offering private tea ceremonies and meditation experiences, as well as premium barbershop services for male customers.

In the STORE category, where AVENUEL customers use the highest proportion of their points, exclusive gift products for AVENUEL members have been expanded by 30% compared to last year, further enhancing shopping benefits.

Services for AVENUEL Black, the highest membership tier, are also being upgraded. Following the positive response to last year's personalized special gifts, this year, custom gifts will be offered featuring calligraphy and hand-drawn monthly birth flowers by professional artists. In addition, a new 'Matinee & Soiree' cultural invitation benefit, which combines dinner and performances, will be introduced, and the gold bar previously provided will now be presented as a gold card engraved with the 'Black 777' emblem.

Park Sangwoo, Head of Marketing at Lotte Department Store, said, "Based on the VIP customer experience accumulated through AVENUEL, we will continue to expand the highest level of experiential benefits that can only be found at Lotte Department Store. Beyond simple shopping, we aim to provide in-depth experiences and satisfaction that encompass all aspects of our VIP customers' lifestyles."

Meanwhile, Lotte Department Store will newly include the performance of its online channel, Lotte Department Store Mall, in the selection criteria for premium customers in 2027. This criterion will apply up to the AVENUEL Green tier, and up to 50% of purchases made on Lotte Department Store Mall, within a maximum limit of 10 million won, will be recognized.