Lotte Mart, one of Korea’slargest discount retailers,plans to implement differentiated marketing activities by taking into account ofthe different preferences between Chinese and Japanese tourists. (image:Lotte Mart)
SEOUL, Korea, April 29, 2014 (Korea Bizwire)– Domestic retailers are busy preparing to induce foreign tourists mainly Chinese and Japanese before the “Golden Week” of late April and early May by reinforcing marketing activities such as discount offers, free gifts and more interpreters.More shops are also informing that they are “Tax Free” shops that the foreign tourists can get tax refunds at departure.
According to the Korea Tourism Organization, some 170,000 Chinese and Japanese are expected to visit Korea during the seasonal holidays of China’s “Labor Day” and Japan’s “Golden Week.” To take advantage of the opportunity, local retailers have begun the “Golden Week” marketing in earnest.
Lotte Mart, one of Korea’slargest discount retailers,plans to implement differentiated marketing activities by taking into account ofthe different preferences between Chinese and Japanese tourists. Noticing the fact that Chinese tourists prefer to buy healthy foods and Japanese ones tend to purchase “side dishes” like dried lavers, it will set up shops reflecting these preferences and offer related marketing.
Lotte Department Store increased its Chinese interpreters to 30 from eightand prepares for the Chinese customers.Kumkang, a total fashion brand, will offer discount prices up to 20 percent to foreign customers visiting its shop in Myeongdong, one of the main tourist districtsin Seoul, from May 1 to 11 and give free gifts of Korean traditional fans and lucky bags.
Les More, a fashion accessary retailer, will also give out its character “Pelly” badges to all foreign customers visiting its shops in Myeongdong and offer a 10-percent discount tothose who purchase two pairs of shoes and a 20-percent discount for those buying three pairs of shoes.
An official at the retail industry said, “As there will be more individual tourists coming to Korea, the industry is spreading various marketing activities aiming for them. Especially, as domestic consumer sentiment falters following the tragic ferry accident, the marketing competition among local retailers to attract foreign tourists during the golden week will be more intense.”
Written by John Choi (johnchoi@koreabizwire.com)
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