Lotte Homeshopping Launches Paid Membership 'Heritage L Club'

PB Expert Financial Consultation, Differentiated Services Including Health Checkup Worth 1.4 Million KRW

[Asia Economy Reporter Lim Hye-seon] Lotte Homeshopping announced on the 20th that it will launch a customized paid membership program called 'Heritage L Club' on the 1st of next month, offering various benefits to 'active seniors' aged 55 and over.

As competition between online and offline distribution channels intensifies, the purchasing share of economically capable active seniors continues to rise, prompting a strategy to secure loyal customers. Lotte Homeshopping introduced the industry's first paid membership program, 'L Club,' in 2018, surpassing 140,000 subscribers within a year and currently securing 320,000 customers. In June this year, it introduced the 'Premium L Club' for the top 1%. The average monthly purchase amount per Premium L Club customer was found to be more than 3.7 times higher than that of L Club members. A Lotte Homeshopping official said, "As L Club has been more successful than expected, we are launching the targeted paid membership program 'Heritage L Club' that provides the best benefits to middle-aged customers in their 50s and 60s with high purchasing power," adding, "We plan to continuously offer membership services that provide customized benefits by analyzing shopping tendencies for each customer based on big data."

'Heritage L Club' is a paid membership program specialized for active seniors who enjoy consumption and leisure activities and actively participate in social activities even after retirement, based on their economic power. Analyzing the shopping status of customers aged 55 and over for four years since 2017, Lotte Homeshopping found that their proportion among all ordering customers increased by 7.5% compared to 2017, with new customers aged 60 and over steadily increasing every year. The product categories with the highest growth rates in order share were clothing (13.2%), food (11.3%), and jewelry/accessories (11%), showing a significantly higher consumption for 'self-indulgence' compared to 2017, when orders for food, kitchenware, and bedding were high.

Considering these consumption patterns, Lotte Homeshopping provides basic shopping benefits such as discounts and free shipping, as well as customized services in areas like health, finance, and leisure. In particular, it plans to enhance satisfaction with differentiated high-quality services such as private banking (PB) expert financial consultations and health checkups worth 1.4 million KRW.

Applications are open to customers aged 55 and over who wish to join. The membership fee is 500,000 KRW, and benefits include ▲welcome gift ▲one-on-one consultation with a private banking (PB) expert ▲health checkup (worth 1.4 million KRW) ▲accommodation or performance tickets (worth 200,000 KRW, choose one) ▲up to 20% discount ▲free shipping ▲L Points accumulation on product purchases ▲dedicated consultation service, among others.

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