VIP Lounge at Newcore Outlet Gangnam (Image provided by Eland Retail)
SEOUL, Feb. 11 (Korea Bizwire) – Despite a general tightening of consumer spending due to a nation-wide economic slowdown, outlet stores are ramping up their VIP marketing efforts to draw in big spenders.
Unlike department stores where achieving the highest VIP status can require annual spending of over 150 million won, outlets offer VIP tiers for customers who spend as little as 10 to 20 million won annually.
E-Land Retail has been at the forefront of enhancing the VIP shopping experience, offering exclusive lounges at its urban outlet locations, including Newcore Outlet in Gangnam, NC Gangseo, NC Daejeon Yuseong, and NC Department Store in Suncheon. Following the success of these initiatives, E-Land plans to introduce a new VIP lounge at NC Yatap in April.
Since establishing its VIP tier system in 2018 and gradually introducing VIP lounges since 2022, E-Land Retail has curated a selection of perks for its VIP members.
These include complimentary coffee, beverages, and snacks in the lounges, meal vouchers for Ashley Queens, discounts at Kensington Hotel and Resorts, fashion brand discounts, cultural center discounts, free parking vouchers, and more. Additionally, VIPs are invited to exclusive events, one-day classes, gallery receptions, and artist talks.
The number of VIP customers across four E-Land outlets has risen by 15% since January of last year. An E-Land Retail representative stated, “While maintaining our price advantage, we decided to further enhance our services for VIP customers. Plans include opening more VIP lounges, like the one at NC Yatap, and diversifying the VIP services offered.”
VIP-only premium parking zone at Paju Premium Outlets (Image from Shinsegae Group)
Shinsegae Simon has also embraced premium services for VIP customers across all its outlets, including those in Yeoju, Busan, Paju, and Siheung, following the introduction of premium services at Yeoju Premium Outlet in 2019.
VIP Premium Members, who spend over 10 million won annually, enjoy benefits such as lounge access, dedicated parking, exclusive promotional events, and birthday meal vouchers.
To attract younger shoppers in their 20s and 30s, Shinsegae Simon has introduced a “Gold Tier” for customers who spend over 4 million won annually, offering them lounge access and other benefits.
The company reports a more than tenfold increase in the number of VIP customers since the program’s inception and plans to enhance benefits further, including invitations to special events and ticket giveaways for shows and exhibitions.
While Lotte Outlet and Hyundai Premium Outlet do not operate a formal VIP tier system, they identify and manage high-spending customers at each location. Lotte Outlet offers its valued customers discounts on food and beverages, along with promotional gifts.
Notably, the Premium Outlet in East Busan provides a VIP lounge and dedicated parking. Hyundai Premium Outlet in Daejeon caters to its top customers with “The Lounge,” offering daily beverage services for up to four people, complimentary parking, and invitations to exclusive one-day classes such as candle making.
M. H. Lee (mhlee@koreabizwire.com)
