[2020 Asia Consumer Awards] Lotte Department Store, VR Zone and ICT Technology Create an Emotional Space Beyond Shopping

[Asia Economy Reporter Cha Min-young] Founded in 1979, Lotte Department Store is a leading distribution company representing Lotte Group, operating various retail channels such as outlets and Young Plaza based on its department store business. It received high marks for pursuing shopping innovation and providing new experiences to customers.

Last year, it transformed department stores and outlets into shopping spaces where families can relax together, beyond just simple shopping areas. For example, the Konkuk University branch introduced 'Lotte Monster VR,' a virtual reality (VR) experience zone, and the newly renovated Ansan branch was designed as a lifestyle concept hall, creating an open space for customers.

To improve customers' shopping environments, Lotte Department Store is focusing on building an omnichannel service that combines and allows seamless movement between offline and online channels. It was the first in Korea to operate a pickup desk, enabling customers to purchase online and pick up offline. The scope was expanded to affiliates so customers can find products at the nearest store. Additionally, the 'Smart Shopper Service,' a customer experience store combining shopping and information and communication technology (ICT), was expanded from the Bundang branch in 2016 to the Nowon branch in 2017.

It is also leading social contribution activities. In March last year, it conducted a healing experience program with multicultural women customers in cooperation with the Ansan Multicultural Family Support Center. In September, it collaborated with jewelry brand Stonehenge to produce and sell accessories supporting single mothers, donating all sales proceeds to support single mothers' independence. Recently, it held the 'Rejoice Healing Cruise,' inviting children from multicultural families, partner companies, and female employees within the company.

This content was produced with the assistance of AI translation services.