Lotte Department Store is strengthening its VIP program "AVENUEL" into an experience-driven membership based on travel, dining, and cultural content. It has moved to target top-tier customers by expanding differentiated offerings such as private dining and luxury tours.
Lotte Department Store said on the 13th it will overhaul its existing "Avenuel Point" system into "Avenuel Curation" this year and increase content-centric VIP services. Avenuel customers can use tier-based points to access premium lifestyle content across six categories—hotels, fine dining, golf and leisure, among others—at more than 100 partner venues.
Notably, in June it will introduce a private tour program to Ulleungdo exclusively for Avenuel customers. Held at the Ulleungdo luxury resort "Cosmos Villa Sommet," the program includes private course dining and breakfast by chef Jung ho-young and wine pairings by Lotte Department Store sommelier Han Hee-soo.
It also includes experiential content in collaboration with BMW. By combining a "scenic drive" along Ulleungdo's coastal roads in the BMW 7 Series with tours of local attractions, it spans dining, nature, and mobility experiences.
VIP customer response has followed. Last month, it held a gala dinner with a three-star Michelin chef, Yannick Alléno, as an Avenuel-only event in partnership with Signiel. The program, operated with limited seating, sold out early.
A private wedding showcase held at The Hanok Heritage, a high-end hanok hotel in Yeongwol, Gangwon, also booked up quickly. The program combined accommodation with dress and hanbok runway shows, a gala dinner, and an after-party.
As demand grows among VIP customers for rare experiential consumption beyond simple product purchases, the company plans to keep expanding related content, Lotte Department Store said. Park Sang-woo, head of marketing at Lotte Department Store, said, "Based on our curation capabilities spanning travel, dining, and culture, we will set the standard for premium lifestyle experiences."
Last year, VIPs accounted for an average of 45% of Lotte Department Store's sales. VIPs are graded by purchase performance: Avenuel Black is selected internally; Emerald requires at least 1 billion won; Purple at least 5 million won; Orange ranges from 20 million to 25 million won depending on the store; and Green requires at least 10 million won in annual spending.