Lotte ties retail, hotels, cinemas into one digital pass in ambitious online push

A promotional poster for the L.Pass campaign, featuring seven Lotte Group affiliates. Courtesy of Lotte Department Store

Lotte Department Store is bundling shopping, travel, dining and entertainment into a single online campaign, a move that underscores how Korea’s retail conglomerates are increasingly blurring the lines between commerce and lifestyle platforms.

The company said Tuesday that it will run a groupwide promotion called “L.Pass” on its app, Lotte Department Store Mall, from May 28 to June 7, bringing together seven affiliates across the Lotte Group.

Participating companies include Lotte Department Store, Lotte Duty Free, Lotte Hotels, Lotte World, Lotte Cinema, Lotte Mart and Lotte GRS, creating what the company described as a unified “omnichannel” experience spanning retail and leisure.

At the center of the campaign is a digital funnel that directs users from a single landing page into each affiliate’s promotional offers, designed to encourage cross-platform engagement within the Lotte ecosystem.

Customers who enter the L.Pass interface are prompted to select one of the seven affiliates, unlocking targeted discounts and benefits tied to that business unit.

On the app, the company is offering up to 12 percent in stacked coupons and additional discounts of up to 11 percent for customers using partner credit cards or payment services. First-time users can receive coupon bundles worth up to 90,000 won ($60).

The company said it will also highlight selected brands such as Nike, Kolon Sport and Hera, offering 10,000 L.Point rewards for purchases exceeding 300,000 won during the campaign period.

Lotte Duty Free will provide a coupon equivalent to $28 for early customers, along with credit card discounts of up to 15 percent. Lotte Hotels will offer additional welcome points and a lottery prize for a one-night stay at Signiel Seoul.

Entertainment and leisure perks include discounts of up to 38 percent on Lotte World attractions and aquarium access, while Lotte Cinema will offer discounted tickets for new releases including “Wild Thing.”

Lotte Mart Zetta will provide coupons of up to 20 percent, and Lotte GRS will offer a 40 percent discount on Angel-in-Us Americano drinks.

A Lotte official said the campaign is designed to connect the group’s retail, food and entertainment businesses into a single digital experience that mirrors its physical Lotte Town hubs in Seoul.

Kim Yeon-ju, head of Lotte Department Store’s e-commerce division, said the initiative aims to make exploration across affiliates more engaging and seamless for customers.

This article was published with the assistance of generative AI and edited by The Korea Times.