Galleria百 Strengthens VIP Marketing Targeting MZ Generation

New VIP lounge at Galleria Timeworld.

[Asia Economy Reporter Lim Chun-han] Galleria Department Store announced on the 29th that it will strengthen marketing targeting the MZ generation (Millennials + Generation Z) by expanding discount benefits for premium customers and establishing a VIP program that selects premium customers every three months.

In February, Galleria Department Store reorganized its premium customer system, which was previously operated with six tiers, by adding the Jade+ tier, expanding it to seven tiers. The Jade tier, which covered purchases between 5 million and 20 million KRW annually, was subdivided, and a new Jade+ tier was created for customers who purchase between 10 million and 20 million KRW annually, expanding the discount benefit to 10%.

There was also a change in the criteria for selecting premium customers, which is usually based on annual purchase amounts. For the Jade tier, which is given to customers who purchase between 5 million and 10 million KRW annually, if a customer purchases more than 3 million KRW within three months, they will be granted the Jade tier for three months without having to wait until the next year.

Galleria also established a VIP lounge exclusively for the Jade+ tier. At Timeworld in Daejeon, a new VIP lounge called Galleria Lounge was opened, covering approximately 420 square meters, offering a resting space with about 70 seats and providing beverages and desserts from the famous Daejeon bakery Harehare Bakery. Additionally, at Galleria Gwanggyo located in Gwanggyo, Suwon, Gyeonggi Province, customers with the Jade tier and above can use the VIP lounge.

Currently, 70% of Jade and Jade+ tier customers are in their 20s and 30s, belonging to the MZ generation, and Galleria expects these customers to expand into higher premium customer tiers in the future. In fact, 20% of customers who purchased more than 20 million KRW this year were Jade or Jade+ tier customers last year.

A Galleria official said, “To maintain the status as the most preferred premium department store by VIP customers, we will continuously strengthen a systematic and differentiated customer management system.”

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