Lotte Duty Free Launches First-Ever Live Commerce Sale of Luxury Duty-Free Inventory
Duty-Free Product Sales for Domestic Customers
Live Commerce Broadcast 'LDF LIVE' Held
[Asia Economy Reporter Cha Min-young] Lotte Duty Free announced on the 28th that it will sell duty-free inventory items for domestic customers through the live commerce broadcast 'LDF LIVE' on the 29th.
The LDF LIVE, which will be broadcast for one hour starting at 12 PM, will feature Lotte Home Shopping hosts Choi Wook-nam and Jung Ha-na, who will offer 11 luxury brand fashion accessory items at up to 50% off compared to duty-free prices. The hosts will communicate with customers in real time and provide product information. This is expected to attract significant attention as it is the industry's first attempt.
This live commerce broadcast will be conducted for about 50,000 customers, including Lotte Duty Free VIPs, to ensure smooth progress. Customers who receive prior notification via text message can access the Lotte Internet Duty Free site on their mobile devices and complete payment in the same way as the existing online duty-free store. Purchased items can be collected at the departure hall upon departure.
The duty-free live broadcast is part of efforts to explore new sales channels in preparation for the post-COVID era. Going forward, Lotte Duty Free plans to use big data to understand customer purchasing needs and reflect them in live commerce. Additionally, they plan to expand the brands and product lines introduced through LDF LIVE and schedule regular live broadcasts.
Lee Sang-jin, Head of Marketing at Lotte Duty Free, said, “We are diversifying duty-free sales channels to suit the untact market,” adding, “If live broadcasts become established as a new channel, customers will be able to enjoy various benefits of duty-free shops regardless of location.”
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Meanwhile, in line with the untact consumption environment, Lotte Duty Free opened a smart store on the first floor of its Myeongdong main branch in March, applying digital technology to minimize face-to-face contact. Recently, they completed the second phase of digital advancement of the smart store by replacing acrylic price tags in the store with ESL (Electronic Shelf Labels).
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