Shinsegae Department Store has moved to strengthen its VIP-only curation, The showcase.
The showcase is a Shinsegae VIP-only service launched in Nov. 2024. Based on a digital platform, it proposes rare content outside department stores to VIP customers, going beyond the limits of physical space. The aim is to expand into a differentiated service that combines private experiences, rather than simply selling high-priced products.
Shinsegae Department Store said on the 18th it will sell vehicles from the global super sports car brand Lamborghini through The showcase. It will exclusively unveil the flagship sport utility vehicle (SUV) model Urus SE, as well as the Temerario to be released this year and a limited-edition Seoul Edition of the Revuelto.
VIP customers who purchase a Lamborghini through The showcase will have a portion of the vehicle price counted toward department store spending. Benefits will also include the chance to watch the Yeouido fireworks festival in the second half on a luxury yacht and an opportunity, awarded by lottery, to attend the world-renowned car festival in Pebble Beach, California, in Aug.
In addition to Lamborghini vehicles, it will showcase the top-tier bed lineup from the Swedish royal bed brand Hästens. Through The showcase, it plans to sell, exclusively at special prices, Hästens' Grand Vividus line as well as the Vividus and the Dreamer.
Among them, the Grand Vividus line is so strictly limited in quantity that it is introduced in only five countries in Asia, and in Korea it is available only through The showcase. Customers who purchase the Grand Vividus will receive a private tour of Hästens' factory in Sweden, a bedding set, and lifetime care service.
Shinsegae Department Store plans to strengthen services that cover the entire lifestyle of VIP customers by proposing items such as ▲ high-end interiors ▲ bespoke luxury gifts through The showcase going forward. The strategy is to target customer needs that are shifting from consumption-centered to experience-centered.
Last year, the average transaction per customer using The showcase was about 20 million won. That is roughly seven times higher than the average ticket in the luxury category (about 3 million won). Since launch, more than 50,000 VIP customers have used it, and among them, customers in their 30s and 40s accounted for 63%.
Most of the content unveiled by The showcase sold out. The limited-edition whisky introduced in collaboration with Suntory in Sept. last year—packaged with an on-site distillery tour and a private class—sold out within one minute of release. For the department store's first-ever viewing package for the final of the French major tennis tournament Roland-Garros, more than 500 people applied for 10 spots, recording a competition rate of 50 to 1.