SOUTH KOREA. Lotte Duty Free is to host ‘LUXEMALL Live’, a first move into live sales on its customs-cleared sales platform LUXEMALL, on 4 February. The first live event will feature more than 880 popular luxury fashion products for discounts of up to -70%.
Lotte Duty Free launched LUXEMALL, an online store dedicated to selling excess duty free goods to local non-travelling customers, in late November.
The live event can be watched through the LUXEMALL home page (ldfluxemall.com) or on the LUXEMALL mobile app (the show will only be available for android devices). Anyone can participate or shop through a simple registration process, said the retailer. Celebrity stylist Kim Woo Ri will make an appearance to describe products on offer and give advice on styling.
Products available through the event are customs-cleared duty free items that do not require customers to leave the country. Purchases will be delivered direct to customers after the Lunar New Year festive period, which this year falls between 11 and 13 February.
Lotte Duty Free is launching various initiatives to support the first episode of ‘LUXEMALL Live’. Lotte Duty Free’s Instagram account will welcome comments before the airing of the first episode. Angel-in-us coffee coupons will be provided on a lottery basis to selected comment writers. Customers who purchase more than KRW 1 million (US$904) during the live show will be awarded accommodation at SIGNIEL SEOUL on a lottery basis.
Lotte Duty Free created a special unit within its marketing division last December to target the growing ‘live’ commerce market. According to Kyobo Securities, this market in Korea is set to grow to KRW2.8 trillion (US$2.5 billion) in 2021, KRW6.2 trillion (US$5.6 billion) in 2022 and surpass KRW10 trillion (US$9.0 billion) in 2023. Live sales are expected to become an important channel for the duty free industry.
Lotte Duty Free said it plans to organise regular live shows selling customs-cleared duty free products following the airing of the first episode. Once the current pandemic subsides Lotte Duty Free will expand the target audience to include foreign customers.
Lotte Duty Free Lee Kap said that targeting the ‘live’ commerce market is essential for the duty free industry. He said that Lotte Duty Free aims to create a global standard for digital duty free shops to prepare for the post COVID-19 era.
Lotte Duty Free has been selling an expanded range of goods from 33 brands via LUXEMALL since 22 January. New additions include Swarovski, Furla, Brooks Brothers, Mark Jacobs and Ponte Vecchio, with more to feature in a special New Year Luxury Exhibition.
