Lotte Shopping's Ambitious Project 'Lotte ON' Differentiation Strategy

Lotte ON analyzes over 400 attribute values of customers' purchasing patterns

Aiming to be a 'consumer-centered' shopping app

[Asia Economy Reporter Lim Hye-sun] Lotte Shopping's e-commerce division announced on the 14th that it will launch the integrated online shopping platform 'Lotte ON' by the end of this month. Lotte ON allows users to access seven online shopping malls of Lotte Group (Lotte Department Store, Lotte Mart, Lotte Super, LOBS, Lotte Home Shopping, Lotte Hi-Mart) with a single login.

The competitiveness of Lotte ON lies in its personalized solutions. The strategy and differentiator pursued by Lotte Shopping is to make Lotte ON a consumer-centered shopping platform tailored for each individual customer.

To this end, Lotte ON analyzes over 400 product attribute information to understand customers' preferences and provide customized services. 'Product attribute information' refers to key factors influencing purchase decisions beyond price among the information a product holds. This concept expands the spectrum of information to enable various personal preference analyses on the details customers must check when intending to purchase a specific product.

A Lotte Shopping official explained, "Assuming a customer is purchasing a dress, one of the basic pieces of information is the neckline, which is typically analyzed as 'Henley neck, turtle neck, off-shoulder.' However, Lotte ON further subdivides the product attributes of necklines beyond basic information into categories such as half-zip, mandarin collar, hooded neck, U-neck, etc." Through this, Lotte ON plans to serve as an online 'personal shopper'?a shopping expert recommending suitable items by considering customers' preferences, age, occupation, and more.

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