The Moodies
Best E/M Commerce
Downtown Retail Winner
Lotte Duty Free – LuxeMall & LuxeMall Live
In November 2020, Lotte Duty Free announced the launch of LUXEMALL, an online store dedicated to selling excess duty free goods to local non-travelling customers. It was part of a wider suite of relief measures permitted by Korea Customs Service to aid COVID-hit duty free retailers. It features more than 10,000 products from about 100 global brands including Salvatore Feragamo, Valentino, Tory Burch and Balenciaga. Simple payment services such as Payco and Naver Pay have also been activated to enhance customer convenience. From February 2021, the company also started hosting live sales shows on the platform, LuxeMall Live. The live shows could be watched not only on Lotte’s own platform LuxeMall but also on a key social media channel for live commerce, Saucelive.
How Lotte Duty Free communicated news of the LuxeMall Live shows to its Korean audience
Over the last six months (to entry deadline in August), LuxeMall sales surpassed those on the Lotte On platform by +1,100%. The LuxeMall live commerce shows were a commercial success as well, altogether delivering sales of about KRW212 million (US$181,000) and drawing more than 32,000 viewers in total. Some of the collections sold out in ten to 20 minutes. The figures are not huge, but remain impressive as few players in the market ran duty free live commerce activity across their own channels. More than 60% of customers were from outside Seoul, meaning that the online commerce events helped to attract those who found it difficult to purchase offline, noted Lotte Duty Free.
The Moodie Davitt eZine The Moodies 2021
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