"Signature Scents and Music in Stores"... Lotte Department Store's Emotional Marketing

[Asia Economy Reporter Lim Chunhan] Lotte Department Store announced on the 17th that it will introduce signature scents and music curation services starting from the men's overseas fashion section on the 5th floor of the main store on the 19th. This strategy aims to focus on targeting the MZ generation (Millennials + Generation Z) through emotional marketing.

Developed in collaboration with Centon, which is responsible for scent marketing at famous hotels, and Lotte Department Store, customers will be able to experience the Plitvice scent previously applied in the cultural center. Named after Croatia's national park, Plitvice?meaning a gift from the gods?is a blend of citrus, bergamot, yuzu, and clove scents, evoking the feeling of walking along a forest path surrounded by a clear lake.

Additionally, for the first time in a domestic department store, music curation featuring selections carefully chosen by Apple Music editors will be introduced. After a trial operation, the service will be expanded to all stores on the 1st of next month. The daily playlists will be newly selected based on the age, gender, and other characteristics of customers using each store and floor.

A Lotte Department Store official stated, “Customers, especially the MZ generation, are demanding more emotional and experience-centered marketing than before. We will take on various emotional marketing challenges to transform our spaces into places that satisfy customers’ five senses.”

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