HDC Group's distribution specialist corporation HDC I'Park Mall announced on the 31st that it will introduce a customized membership system specialized for complex shopping malls.
The new membership system moves away from the traditional department store-style membership, which had been managed based on annual cumulative purchase amounts, and categorizes customers by quarterly purchase amounts, purchase frequency, nearby office workers, university students, military personnel, and local residents, offering detailed benefits for each.
In 2025, the membership grades for the I'Park Mall Yongsan location will be selected quarterly rather than annually, including ▲ Sunshine (300,000 won per quarter), ▲ Thank you (an average of more than 3 purchases per month), and ▲ See you again (residents within a 2 km radius of I'Park Mall), as well as grades that allow for ongoing grade conversion applications such as ▲ I Office (office workers near Yongsan) and ▲ I Military (Republic of Korea military personnel).
While the existing highest VIP grade, 'Lavender Black,' targeted customers who spent more than 50 million won annually, the newly established VIP grade Sunshine can be recognized as excellent customers with purchases of 12 million won annually.
HDC I'Park Mall stated that it revised the membership system to the most suitable form for complex shopping malls, reflecting the fact that the age demographic of visiting customers is relatively young compared to other distribution points and the characteristics of product planning (MD) within the mall.
The Sunshine grade offers a 3% reward on purchase amounts, a maximum 10% discount coupon for fashion, and a free parking coupon for 1,000 minutes per month, providing benefits equivalent to existing VIP customer grades. Other membership grades also offer fashion and food and beverage (F&B) discount coupons as well as monthly free parking coupons for 300 minutes.
Choi Yong-hwa, head of sales at HDC I'Park Mall, noted, 'With the characteristics of a complex shopping mall allowing for various experiences, we have also made the membership grades and benefits more in line with the complex shopping mall concept,' adding, 'As the number of customers visiting I'Park Mall continues to grow, the number of excellent membership customers will also increase.'