Targeting Generation Z with College Student Ideas... Lotte Mart Operates Think Tank

'Gwansim Geupgu Project' and One Team
Incorporating Gen Z Consumer Insight Marketing Strategies
Scholarship Support for Outstanding Teams and Application of Research Projects in the Field

Students participating in the first cohort of Lotte Mart's university student think tank program 'ZRT (gen Z Round Table)' are taking a commemorative photo after the launch ceremony on the 22nd (Photo by Lotte Mart).

[Asia Economy Reporter Yuri Kim] Lotte Mart announced on the 28th that it will operate the first generation of the university student think tank program 'ZRT (gen Z Round Table)' to analyze the consumption tendencies of Generation Z.

ZRT was planned as the fourth activity of the 'Interest Urgent Project,' led mainly by Lotte Mart's MZ generation (Millennials + Generation Z) employees. Based on the judgment that "Generation Z understands Generation Z's mindset best," the project will form teams with trend-leading Generation Z university students to discuss future marketing strategies that will lead distribution trends.

Lotte Mart stated, "The recruitment for the first generation of ZRT, which began on the 4th, attracted applicants at nine times the number of available spots, causing a delay in announcing the successful candidates due to the intense enthusiasm." After document screening and interviews, 15 university students in their 20s were finally selected. Starting with the inauguration ceremony on the 22nd, the first generation of ZRT will conduct FGD (Focus Group Discussion) once a week for about three months until March next year at locations such as the Jamsil Lotte Mart headquarters and Yeongdeungpo Retail Academy. Through this, they will examine the current status of offline large marts from the perspective of Generation Z. They will derive and present ideas for brand communication and marketing strategy development.

The main goal is to develop marketing plans that bring Lotte Mart's five brands closer to Generation Z, including the newly launched home meal replacement (HMR) brand 'Yorihada' and the eco-friendly campaign brand 'RE:EARTH.' Outstanding ideas will be considered for implementation in actual operations, and scholarships will be awarded, including 5 million KRW for first place and 3 million KRW for second place. They will also receive a Lotte welcome kit including an employee ID card, profile photo shoots, and activity support funds.

Meanwhile, Lotte Mart is conducting various projects targeting the MZ generation through the 'Interest Urgent Project,' voluntarily carried out by MZ generation employees in the advertising marketing team. Their goal is to promote Lotte Mart's young and refreshed image and discover new customer experiences. Starting with a month-long pop-up restaurant in collaboration with Dongmyo Wine Bar to celebrate the launch of Lotte's signature wine 'LAN Mension' in April, and in July, they pre-released the premium beef 'Marble Nine,' launched by Lotte Mart, with an omakase menu in collaboration with 'Uwol' in Cheongdam-dong.

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