SOUTH KOREA. Lotte Duty Free and Lancôme teamed up in Seoul this week for the first offline event in Korean duty free since the pandemic prompted a shutdown of the travel sector in early 2020.
The Lancôme Absolue beauty class was hosted at the VIP-focused Star Lounge on Lotte Duty Free World Tower’s eighth floor and divided into four sessions on 17 and 18 January.
Lotte Duty Free and Lancôme introduced a range of products from the brand’s Absolue prestige skincare line as well as product demonstrations and skin consulting for 40 of the retailer’s top customers who were set to travel soon.
Depending on the amount spent, participating customers were presented with gifts of Lancôme cosmetic sets worth up to US$400, including the Absolue Ultimate Luxury Set.
Lotte Duty Free noted the rising importance of VIP customers, with the group’s share of total downtown sales rising from around 10% in 2018 to 20% last year.
Lotte Duty Free Shop has reopened the Star Lounge in each of its downtown store since the easing of the COVID-19 crisis to strengthen VIP customer services. The VIP-only lounges allow those customers to rest as well as shop.
Multiple seasonal offline events are also being hosted in collaboration with leading global brands. Additionally, various digital conversions are underway with the goal of fully digitising the Star Lounges in 2025.
The first digital initiative will see barcodes for each member implemented within VIP customers’ mobile app accounts this year. Lotte Duty Free plans to replace the existing plate-type VIP membership card, and will provide more convenient lounge services.
These include access to the downtown VIP lounges through barcodes, convenient ordering of drinks and a range of other VIP benefits.
A Lotte Duty Free spokesman said, “We will continue to make efforts to provide differentiated benefits and services to VIP customers.” ✈
